nnected to digital passports for responsible end-of-life handling.Privacy concerns remain a key challenge as RFID technology involves tracking and data collection. Consumers may worry about how product information is used after purchase, especially when tags remain active. This creates the need for clear communication and responsible handling of data linked to smart packaging systems.
Companies must also address regulatory expectations related to data protection and consumer rights. Ensuring transparency, secure data management, and proper deactivation of tags when needed is important. Without strong safeguards, trust issues may arise, which can slow the adoption of RFID-enabled gift packaging in consumer markets.
For instance, in January 2025, Avery Dennison highlighted at NRF how RFID sensor technology improves visibility, supports loss detection, and changes in-store experiences. While the focus is positive, it indirectly reflects the need for clear governance on how item-level data is stored and used, the same type of concern that surfaces when RFID-enabled gift boxes continue to carry active tags after purchase.
One of the leading players in December 2025, DS Smith expanded trials of RFID and smart labelling across its premium e-commerce and gifting ranges for European and UK retailers. By pairing corrugated and rigid box designs with embedded tags, DS Smith is helping brands monitor gift inventory, optimize fulfillment, and validate returns in a market where smart packaging value is growing every peak season.
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