The BigBrotherAward 2011 in the category Technology goes to the fashion brand Peuterey, represented by the Düsseldorf fashion agency Torsten Müller. This negative prize is awarded to Peuterey for covertly deploying RFID tags in clothes. These tags are remotely readable, unnoticed by the customer. The tab containing this “spy chip” is imprinted “Don't remove this label”, without any information about the hidden chip. This is a massive violation of the customers' rights to informational self-determination.