Women in the UK, US, and Australia have been secretly filmed by male influencers using smart glasses, with the videos posted on TikTok and Instagram as dating advice content, leading to widespread online harassment and significant distress for the victims. This report highlights the privacy risks of wearable technology and the challenges in regulating such content on social media platforms.
Dilara, a 21-year-old from London, was on her lunch break when a man approached her and secretly filmed their conversation using Meta Ray-Ban smart glasses. The video, which garnered 1.3 million views on TikTok, included her phone number, leading to a barrage of harassing calls and messages, some occurring in the middle of the night. Similarly, Kim, 56, was filmed on a beach in West Sussex without her knowledge, and the videos amassed over 6.9 million views, resulting in thousands of inappropriate messages, including sexual solicitations. Both women described feeling violated and exploited, with Dilara noting it was a “heart-drop moment” and Kim feeling like “a piece of meat.”
The influencers behind these videos, often referred to as ‘manfluencers,’ claim to offer pickup advice and can earn income through coaching services or TikTok’s Creator Reward Program. They typically use smart glasses with discreet cameras, such as the Meta AI glasses, which have sold two million pairs between October 2023 and February 2025. While Meta states the glasses have an LED light to indicate recording, the BBC found videos demonstrating how this light can be covered or disabled, and none of the women reported seeing any warning sign.
After the videos went viral, the women faced severe online harassment. Dilara was bombarded with calls where men mocked her, and some even visited her workplace. Kim received messages asking for explicit content or offering money, and her son alerted her at 5 a.m. after friends said “your mum’s gone viral.” The harassment persisted for months, with Kim still receiving messages six months later, highlighting the long-term impact on victims’ mental health and sense of security.
Social media platforms initially failed to address the issue effectively. Dilara reported the video to TikTok, but the company found no violations until the BBC intervened, after which it was removed for violating community guidelines on bullying and harassment. TikTok stated it does not allow content with personal information that could lead to stalking or fraud, yet the delayed action underscores gaps in proactive content moderation. Kim asked the influencer to edit out her personal details, but he refused, citing the video’s popularity.
Legally, the situation is complex. In the UK, there is no specific law against filming someone in public without consent, but privacy lawyer Jamie Hurworth notes that such actions may intrude on an individual’s right to a private life. The Online Safety Act may not cover this type of content, as it doesn’t fit neatly into defined unlawful categories. Experts like Beatriz Kira from the University of Sussex argue that legislation struggles to keep pace with technology-enabled harm, calling for more flexible regulatory approaches.
Calls for change are growing from advocacy groups and policymakers. Rebecca Hitchen of the End Violence Against Women Coalition urges tech firms like TikTok to take preventive action and for Ofcom’s guidance on violence against women to become a mandatory code with consequences for non-compliance. UK Minister Jess Phillips condemned covert filming as “vile” and pledged action against profiting from it. Victims like Kim believe new laws are needed to protect people from non-consensual filming and exploitation.
The incident raises broader concerns about the ethical use of emerging technologies and the responsibility of manufacturers. Meta emphasizes its glasses’ privacy features, but the ease of bypassing them suggests stronger safeguards are necessary. As smart glasses gain popularity, there is an urgent need for updated regulations, better enforcement of social media policies, and public awareness to prevent similar violations and support affected individuals.
