Woman filmed at Cork workplace by influencer using smart glasses calls for tougher privacy laws

Retail worker unknowingly filmed for viral prank raises concerns over smart glasses, consent, and gaps in privacy protections

Willow Esteve was filmed without her knowledge or consent, with the footage being posted across the content creator's social media platforms

A young woman filmed without her knowledge or consent in her workplace by a man wearing Meta Ray-Ban glasses has called for tougher measures to combat what she described as a “major violation” of her privacy after the footage was posted on social media.

Cork-based musician and recent graduate of Munster Technological University (MTU), Willow Esteve, was working her retail job in the city centre one afternoon in March when a content creator known online as Rendy_Vlad approached her at the checkout till.

Wearing what appeared to be a regular pair of glasses, social media personality Vladyslav Morhulets spent several minutes trying to convince Ms Esteve to accept a dirty banknote covered in fast-food remnants.

“When I asked for payment, he whipped out the dirtiest banknote from his meal and insisted that I take it,” Ms Esteve told the Irish Examiner.

“At this point, I began to get suspicious. He was on his own, so I thought to myself, ‘Why would he be acting like this? Am I being filmed somehow?” 

21-year-old Ukrainian-born Vlad, who goes by Rendy Vlad online uses Meta-RayBan glasses to film people without their knowledge 

Interactions like this, however awkward or uncomfortable for those involved, are familiar to 21-year-old Vlad.

The Ukrainian-born content creator has built a substantial online audience by repeating similar scenarios, with 1.1m followers on TikTok and 12,000 on Instagram. The student, who studies software development at MTU, frequently films videos he describes as "pranks" across Cork and elsewhere in Ireland, often without those involved realising they are being recorded.

Much of the content posted by Vlad, who describes himself as a "POV (point of view) prankster", is labelled as filmed using Meta Ray-Ban glasses. The glasses are smart eyewear created by the two companies. While they resemble standard Ray-Ban sunglasses or optical frames, they include built-in technology that allows users to take photos and videos, listen to audio, and use AI hands-free.

The glasses have raised concerns among regulators, with Ireland’s Data Protection Commission and its Italian counterpart questioning how people captured in images or videos are notified that recording is taking place.

The eyewear includes an LED light designed to activate when recording. Meta has said this indicator is intended to signal when content is being captured.

However, Ireland’s data protection watchdog has said it has not been demonstrated that comprehensive field testing was carried out by Facebook or Ray-Ban to confirm the LED is an effective form of notice.

Ms Esteve said there was no visible light on Vlad’s glasses when he filmed her.

“He clearly covered the light or maybe even removed it, as there was no warning at all that he was recording, other than his behaviour.” 

“I was suspicious at this point, so I made sure not to give him anything content-worthy. I tried my best to keep as straight a face as possible.”

Another person filmed by Vlad without consent in a separate video, who spoke to the Irish Examiner on condition of anonymity, also said there was no visible light on his glasses during filming.

The individual said that while Vlad’s behaviour seemed unusual, they had “no idea” they were being recorded until friends and family contacted them the next morning after seeing the video online.

‘No warning’ 

Despite her suspicions at the time, Ms Esteve said a quick scroll on TikTok the following morning confirmed her concerns.

The video, overlaid with sound effects and close-ups, was uploaded across Vlad’s social media accounts and viewed widely. It was also heavily edited.

“He cut out about four or five minutes of me arguing with him and refusing to handle the cash. The whole premise of the video was that I had to accept a dirty banknote, but he actually took it himself and cleaned it so that I would take it. That part was edited out.

Mark Zuckerberg, chief executive officer of Meta Platforms Inc., wears a pair of Meta Ray-Ban Display AI glasses during the Meta Connect event in Menlo Park, California, US, on Wednesday, Sept. 17, 2025. Photographer: David Paul Morris/Bloomberg via Getty Images

“Eventually, I used a pen to move the cash, avoiding touching it directly. But he was clearly trying to prime me to give him something content-worthy. The whole thing was entirely set up.” 

Ms Esteve said that after she finally accepted the cash, the content creator left the store immediately without explaining the situation.

“He could have said to me, ‘Hey, this is a prank,’ and it would have been so much better. But he didn’t. He just left without saying anything.

“Then I saw the video on social media, and it just felt so weird. I had no control over this footage of me. It was a very strange feeling.” 

Ms Esteve said she contacted Vlad multiple times, asking him to delete the video, but received no response.

“I messaged him on Instagram and TikTok and left comments on his posts, but he never replied. That was when I started to panic.

“It’s not that I was embarrassed by anything I did in it, but there was a video of me online posted by someone with a major social media profile that I had no control over. It just felt gross.” 

“These Meta glasses should be banned,” said Ms Esteve. 

“When someone holds a phone in your face, you know you’re being filmed. But to use glasses that you’ve removed the light from, there is just no need for that technology.

“Older people do not know these glasses exist. Vulnerable people, like the ones Vlad likes to film for his videos, do not know these glasses exist. This type of filming should not be allowed.” 

The video of Ms Esteve remains online on Meta platforms. A spokesperson for Meta did not respond to a query on whether disabling the LED light would breach its policies.

In a statement to the Irish Examiner, the spokesperson said: “Our terms of service clearly state that users are responsible for complying with all applicable laws and for using Ray-Ban Meta glasses in a safe, respectful manner.

“And as with any recording device, people shouldn't use them for engaging in harmful activities like harassment, infringing on privacy rights, or capturing sensitive information.” 

Meta Platforms

Vladyslav, whose largest following is on TikTok, has previously encouraged followers to use his Instagram account, where he says he "never deletes anything".

Last month, a separate video posted by the content creator was removed from TikTok for violating the company’s rules around adult sexual abuse.

The footage showed a young woman receiving medical attention from emergency services in Cork city. In the video, the 21-year-old approached the woman as she was being treated by paramedics and filmed her being placed in an ambulance, while also questioning passers-by.

TikTok said the video was removed for violating its rules on harmful behaviour, noting that it "does not allow harassing, degrading, or bullying behaviour" on the platform.

Meta, however, said the same video does not breach its guidelines and it remains available on its platforms.

In a statement to the Irish Examiner, MTU said it is aware of content circulating online that has raised concerns.

“MTU expects all students to conduct themselves in a manner that reflects the University’s values, including respect for others, dignity, and personal privacy.

“Where matters of student behaviour are brought to our attention, they are considered in line with the University’s policies and procedures. As with all such cases, it would not be appropriate to comment on individual circumstances.” 

The Data Protection Commission said any complaints received in relation to such matters "will be fully assessed".

The Irish Examiner has made multiple attempts to contact Vlad for comment.