When your eyes betray you: is virtual reality too close for comfort?

With the dawn of immersive virtual reality (VR) technologies, data-collection is taking another leap toward recording our subtlest physical reactions and even our emotional states, writes Finn Lützow-Holm Myrstad, Head of section, digital services and electricity at the Norwegian Consumer Council and EU Co-chair of the Infosoc Committee of the Transatlantic Consumer Dialogue (TACD).