Wetherspoons has introduced a ban on what customers can wear after concerns were raised over customer privacy.
The pub chain has banned the ability to wear Meta smart glasses in all of its pubs.
The new policy, which applies to more than 800 pubs across the UK, aims to protect the privacy of both customers and staff by preventing the use of wearable technology that can record video and audio discreetly.
In previous years, a customer, Mollie Wood, was asked to leave The Back of Beyond pub in Reading over her outfit choice, prompting her to post to TikTok on her experience.
Mollie and her friend were allowed inside the pub and checked in but were told before being seated that their outfits were 'inappropriate'.
Mollie was told her outfit was “comparable to men taking their tops off.”
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Starting this month, Wetherspoons has issued the new pub clothing rule for smart glasses.
A Wetherspoons spokesperson told The Express: "Like many hospitality companies, Wetherspoon has CCTV cameras for security reasons, but their use is strictly controlled by data legislation.
"Apart from that, the general code that applies in our pubs, and most pubs, is that you can't film customers or employees without their permission.
"Meta glasses seem to breach this code, and common sense, by enabling surreptitious surveillance, so our instinct is to say turn off the cameras.
"This is akin to our efforts to stop audible playing of videos in our pubs, which also invades people's space."
Meta's Ray-Ban smart glasses, which retail from around £247, include a built-in camera alongside features such as hands-free calls, music streaming, text messaging and live translation.
The decision from Wetherspoons follows reports of people, particularly women, being secretly filmed while wearing the device.
Meta has said the glasses include a small indicator light that turns on when recording is in progress.
Adam Mosseri, head of Instagram, said: "So we can't stop people from filming other people, but we can try to make sure that that light is on if they are filming.
"We now actually have the glasses basically stop working if you drill that light out, because we saw that people were trying to drill that light out."
He also said Meta removes content intended to harass or secretly record people.
A Meta spokesperson told The Express: "People use our glasses because they're helpful and let them stay in the moment, from listening to music to live translation or hands-free calls.
"They also provide critical new technology for people who are low-sighted or hard of hearing and limiting how people can use this technology would be a major step backwards.
"Naturally some places shouldn't be filmed at all and that's reasonable, but rules should be applied consistently."
The new policy means customers can still wear Meta smart glasses inside Wetherspoons pubs, but must switch off the camera function before entering.
The company has not announced any changes to its existing dress code policy, which advises customers to dress appropriately and reserves the right to refuse entry based on attire.
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