Have just returned from a flight in J where the new inflight Samsung ordering system was being used. I overheard crew speaking to one another about how much x passenger had to drink.

As someone who likes to make the most of J (And by that I mean sample a few things), provided I don't have work right after, I'd not want tabs kept like that. The crew are for the most part very obliging with food and drinks, I'd even say encouraging on some routes by the time you move on to port etc! That said, I wonder if this new system is also keeping tabs on passengers and if that information is 'stored' outside of the flight...

Note: The IATA does not actually have official guidelines apart from not serving those visibly inebriated, which would not be me. The issue is more with the storing of what I'd say is personal data.