About half of Americans (46%) believe that police using facial recognition is a good idea. Still, 27% think it’s a bad idea, and another 27% are not sure about law enforcement using the technology, according to Pew Research.
“Americans see widespread use of facial recognition technology by police as likely to usher in both benefits and risks. In terms of potential benefits, about three-fourths or more say police would probably or definitely find more missing persons (78%) and solve crimes more quickly and efficiently (74%),” the study showed.
Related: New Target CEO Making 3 Major Changes to Win Back Shoppers
As Americans learn more about facial recognition technology, however, they seem to have become more wary.
“People who have heard or read a lot about the use of facial recognition technology by police are more likely (40%) to say it’s a bad idea for society, compared with those who have heard a little (27%) or nothing at all (16%) on the topic,” Pew shared.
The use of facial recognition is controversial, but one United Kingdom-based chain has been open about using it. If the grocery chain succeeds in using artificial intelligence (AI) and facial recognition to cut down on shoplifting, that could pave the way for U.S. leaders like Target and Walmart to adopt the technology.
Image source: Getty Images
Sainsbury’s is using facial recognition
While many Americans may not know the Sainsbury’s name, the company is the second-largest grocery chain in the United Kingdom. It’s planning to introduce facial recognition technology across its supermarkets in a bid to identify shoplifters, according to the BBC.
The supermarket chain has started an eight-week trial in two stores as part of a crackdown on the crime, which has gone up sharply in recent years.
“The retail sector is at a crossroads, facing rising abuse, anti-social behaviour and violence,” said Sainsbury’s CEO Simon Roberts. “We must put safety first.”
Facewatch is also being used in multiple other UK retailers including Spar, Sports Direct, Whitehall Garden Centers, and more. The company explained its business, and how it operates, on its website:
“Our proprietary cloud-based facial recognition system safeguards businesses against crime creating a safer environment for customers and colleagues. The system will send an alert the instant a subject of interest enters your premises.
“Facewatch is the ONLY shared national facial recognition database. Simple, secure and UK law compliant, we are the premier choice for retail security in the UK. Facewatch is proven to stop crime before it happens. It’s time for retail businesses to take a stand, and proactively tackle the issue of theft head on.”
The technology scans the faces of people visiting stores but deletes them immediately if the software does not recognize the face of reported individuals.
Facial recognition has been controversial
The Sainsbury’s trial has been met with outrage in the United Kingdom.
“Sainsbury’s decision to trial Orwellian facial recognition technology in its shops is deeply disproportionate and chilling. Sainsbury’s should abandon this trial and the government must urgently step in to prevent the unchecked spread of this invasive technology,” Madeleine Stone, senior advocacy officer at privacy group BigBrotherWatch, told the BBC.
Facial recognition has also been controversial in the U.S., where Target faced a lawsuit over its alleged use of the technology.
Target, Walmart faced AI lawsuits
“A federal judge in Illinois has ruled that Target must face a biometric privacy lawsuit brought by four residents of the state. The lawsuit claims that Target violated the Illinois Biometric Information Privacy Act (BIPA) by allegedly using facial recognition technology in its stores to combat shoplifting,” ID Tech Wire reported.
“Target has denied these allegations, asserting that it does not use video surveillance cameras that collect biometric data,” the same article shared.
Status of Target facial recognition lawsuit:
- In May 2024, four Illinois residents filed a class-action lawsuit (Arnold, Brown, Wilson, and Schumm v. Target) alleging that Target collected and stored shoppers’ biometric data, specifically facial geometry, through in-store surveillance cameras, without providing notice or obtaining written consent, violating BIPA.
- Target responded, filing a motion to dismiss the lawsuit in September 2024, calling the plaintiffs’ claims speculative and based on conjecture and internet rumors.
- In November 2024, a federal judge denied Target’s motion to dismiss. The court ruled that the plaintiffs had presented sufficiently plausible allegations to allow the case to proceed.
- The case remains open as of Sept. 3, 2025.
Walmart has also admitted to testing facial recognition in limited trials, but has not taken them wide. The chain does use AI to track stolen items, but not the people who steal them.
“The retail chain utilizes what it internally calls Missed Scan Detection, which helps detect when an item lands in a shopping bag without being scanned. The AI-powered visual scanners/cameras are placed at both self-checkout registers and ones run by store cashiers,” Observer.com reported.
Walmart has also been sued under the same Illinois law used to sue Target.
U.S. laws on using facial recognition
Federal level:
- No comprehensive federal law regulating facial recognition in retail.
- However, federal agencies (like FTC) have authority to combat unfair or deceptive practices if companies mislead consumers about surveillance.
State laws (most important for retailers)
- Illinois: Biometric Information Privacy Act (BIPA, 2008)
- Strongest biometric privacy law in the U.S.
- Requires written consent before collecting for storing biometric identifiers (including facial geometry).
- Provides private right of action (shoppers can sue).
- Basis of lawsuits against Target, Walmart, Clearview AI, and others.
- Texas: Capture or Use of Biometric Identifier Act (2009)
- Requires notice and consent to capture biometric identifiers.
- No private lawsuits allowed — only enforced by Attorney General.
- Washington State: Biometric Identifiers Law (2017)
- Requires consent before enrolling biometric identifiers.
- Enforcement via Attorney General, not private lawsuits.
“The ever-changing regulatory landscape leaves the door open to potential litigation stemming from the usage of facial recognition software and the collection of biometric data. While posted notices and disclosures to all individuals where this software is utilized is a great place to start, such blanket notice might not be sufficient for each state that an organization does business in,” legal risk management firm WTW shared on its website.
Related: Jim Cramer has blunt 8-word warning about Dollar Tree Shoppers
#Grocery #chain #controversial #tech #fight #shoplifting