Asda is facing a surge of feedback regarding its recent trial of facial recognition technology. The trial is currently running in five stores in Greater Manchester, where CCTV cameras are being used to scan customers’ faces against an internal watchlist.
The watchlist comprises individuals whom Asda employees suspect of being involved in activities such as theft, violence, or fraud within Asda stores, as reported by The Grocer. Notably, individuals on this list may not have a criminal record.
Reports indicate that over 5,000 complaint emails have been sent to Asda in response to a campaign led by Big Brother Watch. Madeleine Stone, Big Brother Watch’s senior advocacy officer, criticized Asda for adding customers to a secret watchlist without due process, potentially leading to innocent individuals being barred from their local stores.
Stone highlighted concerns about the accuracy and bias issues associated with facial recognition technology, citing cases where innocent shoppers were mistakenly identified as shoplifters. Asda did not offer a response to The Grocer’s inquiries.
Liz Evans, Asda’s chief commercial officer for non-food and retail, emphasized the necessity of enhancing store security due to a rise in thefts and violence against staff. The supermarket witnessed over 1,400 assaults against employees and incidents of crime last year, prompting the implementation of the facial recognition trial.
The facial recognition system in Asda stores is provided by FaiceTech. Several other retailers, including Home Bargains, Southern Co-op, Budgens, and Costcutter, utilize similar technology from Facewatch, which cross-references faces against a shared national database.
In a strategic move, Asda announced plans to launch 25 new Asda Express stores between June and Christmas to cater to high streets and local communities. The expansion initiative is supported by funding from TDR Capital and Issa Brothers as part of a broader plan to revitalize the supermarket chain following a decline in market share.
Allan Leighton, Asda’s new chairman, expressed determination to not only rectify the situation but also to propel the company forward. Asda is also reportedly converting former Co-op stores into Asda Express locations as part of its expansion strategy.