The quiet introduction of facial recognition technology by US supermarket chain Wegmans has ignited a fierce debate over privacy and surveillance in retail spaces. The system, which scans and stores the biometric data of shoppers, was implemented in stores deemed to have an "elevated risk" to enhance safety.
Shoppers React with Alarm and Resignation
Despite signs being posted at entrances to its Manhattan location, many customers told The Independent they were caught completely off guard by the invasive technology. Deborah Tozzi, a shopper, expressed her shock, questioning why her face was being captured and where the data could end up. "It could end up anywhere, all over the world. Who knows what they’ll put it on," she said.
The news prompted a strong backlash on social media, with one user on X declaring, "When buying groceries turns into a biometric scan, the line has already been crossed." Another stated, "I walked into Wegmans for avocados, not a data dump."
Company Defends "Case-by-Case" Security Measure
In a statement, a Wegmans spokesperson insisted the data is never shared with third parties and is used solely to identify individuals previously flagged for misconduct. The company confirmed it only uses facial scans and does not collect other biometric data like retinal scans or voice prints.
"Like many retailers, we use cameras to help identify individuals who pose a risk to our people, customers, or operation," the chain said. They added that images are retained only as long as necessary for security, aligning with industry standards, though the exact period is not disclosed.
A Growing Normalisation of Surveillance
While some, like Uber driver Ibrahim Hamagou, supported the move as a deterrent to shoplifting, others reflected a growing sense of resignation. Customer Sam Federman noted, "It’s happening in so many places that it’s hard to get worked up about it at this point."
Shopper Charles Gepp echoed this, stating that constant observation from street cameras to phones has become the new normal. He joked that the technology might at least affect his behaviour: "I think I’m going to stop stealing the odd jalapeño."
The move comes as the Federal Trade Commission (FTC) has warned about the potential misuse of biometrics and harm to consumers, highlighting the fine line between security and privacy in an increasingly monitored world.
