Data privacy expert Greg Ewing explained that tracking serial numbers for warranty purposes is common and legally required.
UnitedHealth Group CEO Brian Thompson shot and killed in midtown Manhattan NEW YORK, NY – DECEMBER 4: Wanted posters are displayed at a NYPD press conference regarding a homicide that authorities believe was a targeted attack at One Police Plaza on December 4, 2024 in New York City. UnitedHealth Group CEO Brian Thompson was shot just before 7:00 this morning as he was preparing to attend the company’s annual investor meeting. Alex Kent/Getty Images
Peak Design CEO Peter Dering recently sparked consumer outcry after he reported the shooting of UnitedHealthcare CEO Brian Thompson to police after discovering his company’s high-end backpacks in surveillance video.
Dering called the police hotline after claiming to have seen the bag used by gunman Luigi Mangione. The CEO tipped off police, saying the bag appeared to be one of his company’s products. At this point, Dering cooperated with law enforcement, but later faced backlash as some believed he had violated consumer privacy.
As the misinformation spread on social media, the backlash grew. CNN reported that some users accused Dering of being a “snitch” and advised Peak Design customers to remove the serial tags on their bags to avoid being identified. TikTok users expressed concerns about how the information might be used, questioning whether customers who purchased second-hand bags could be implicated if their bags were linked to a crime.
One user feared she would be persecuted for owning a Peak Design bag that had been in the possession of a criminal suspect.
Experts Respond to Peak Design CEO Backlash
While Delin said the company takes privacy very seriously, legal experts clarified that companies typically share customer information only when compelled to do so by court order or subpoena. Data privacy attorney Greg Ewing shares this view, explaining that tracking various serial numbers is usually only done for warranty purposes. Serial-encoded devices are not surprising, considering that some customers will voluntarily enter or register their products.
Again, Ewing said this could be compared to tracking a vehicle, which is easily traceable through the vehicle’s state registration.
However, ABC News San Francisco reported that Delin denied they assisted in the investigation, while CNN reported that he claimed he was operating within the law and respected the safety and privacy of his customers.
Finally, Drin noted that if customers believe Peak Design has violated their privacy rights, they have no legal obligation to register products with the company. In response to the criticism, Drin asked people to consider the facts and have confidence in the company’s practices.
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