Shoppers push back on grocery giant’s new anti-theft measure | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

As someone who tends to go grocery shopping often, I’m no stranger to the self-checkout lanes. And my preference is generally to scan my own items rather than be forced to make chit-chat with the supermarket cashiers, some of whom feel the compulsion to bag my groceries in a way that makes absolutely no sense. (Why would you put a cantaloupe and yogurt container in the same bag?)

But if there’s one thing I don’t love about the self-checkout lane, it’s seeing my face displayed on camera as I scan my groceries and, inevitably, fight with the machine when it doesn’t work the way it should.

Unfortunately, consumers who aren’t a fan of having themselves appear on camera may not have a choice these days.

Not only are security cameras in retail establishments very common, but a number of companies are now using facial recognition technology to keep track of “problematic” customers. And it’s causing an understandable uproar.

Wegmans faces backlash over facial recognition technology

Wegmans is a brand customers tend to love. But recently, the supermarket giant angered shoppers by posting signs in its Brooklyn and Manhattan stores stating that it uses facial recognition technology to “protect the safety and security of our patrons and employees,” Gothamist reported.

Not surprisingly, many customers weren’t happy to learn about Wegmans’ policy. Some, however, were more understanding.

“I’m not particularly fond of this kind of tech, but I understand why it’s being used,” one Reddit user wrote.

The backlash was extreme enough that Wegmans felt compelled to issue a statement.

“This technology is solely used for keeping our stores secure and safe,” the company said. “The system collects facial recognition data and only uses it to identify individuals who have been previously flagged for misconduct. We do not collect other biometric data such as retinal scans or voice prints. Images and video are retained only as long as necessary for security purposes and then disposed of.”

Facial recognition technology is widespread in retail

While Wegmans may have landed on the receiving end of criticism for using facial recognition, it’s certainly not the only retailer to take that step.

Walmart, Kroger, and Home Depot also rely on facial recognition, according to their privacy policies, as reported by CNN. But part of the problem stems from the fact that not all retailers are as transparent about it as Wegmans.

“A lot of the facial recognition technology is happening without our knowledge,” Jeramie Scott, senior counsel at the Electronic Privacy Information Center, told CNN. “We haven’t clearly addressed how we’re going to handle the use of biometrics, particularly the use of facial recognition. The law hasn’t caught up.”

Of course, it’s easy to see why retailers are going to the extreme of using facial recognition. Stores saw an 18% increase in the average number of shoplifting incidents in 2024 compared to 2023, according to the National Retail Federation. If retailers are able to get ahead of that, everyone benefits.

“Facial recognition technology isn’t just about catching shoplifters — it’s about giving retailers the tools to be proactive rather than reactive,” said Pavion Director of Sales Pete Bacol.

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Still, this technology begs the question of whether consumer rights are being violated.

“People have been wrongly arrested because of this technology,” Jay Stanley, a senior policy analyst at the American Civil Liberties Union, told Forbes. “It’s really not ready for prime time.”

Still, demand for facial recognition technology is “exploding,” FaceFirst CEO Dan Merkle told Forbes. FaceFirst provides this technology to about 25% of the largest retailers in North America.

This means there’s a good chance retailers will increasingly begin to use it, whether shoppers like it or not.