Asda has encountered significant controversy following the introduction of a facial recognition technology trial across five of its stores in Greater Manchester, resulting in a deluge of complaints from customers. Reports indicate that over 5,000 emails of objection have been sent to the supermarket chain, largely organised by the civil liberties group Big Brother Watch.

The pilot scheme operates by using CCTV cameras to scan customers’ faces and match them against an internal watchlist maintained by Asda employees. This watchlist reportedly includes individuals suspected of involvement in theft, violence, or fraud within Asda stores, though those listed may not have been legally convicted of any offences. The Grocer trade publication highlighted concerns around this approach.

Madeleine Stone, senior advocacy officer at Big Brother Watch, criticised the supermarket’s initiative. Speaking to the Manchester Evening News, she said, “Asda is adding customers to a secret watchlist with no due process, meaning people could be blacklisted from their local shop despite being innocent. Facial recognition has well-documented issues with accuracy and bias, and has already led to distressing and embarrassing cases of innocent shoppers being publicly branded as shoplifters.”

Despite the backlash, Asda has yet to respond directly to the wave of complaints. However, the retailer previously justified the trial by citing rising theft and violent incidents against staff members. Last year, Asda recorded more than 1,400 assaults on employees along with other crimes, according to reports from the Mirror.

Liz Evans, chief commercial officer for non-food and retail at Asda, outlined the company’s rationale for the new security measure: “The rise in shoplifting and threats and violence against shopworkers in recent years is unacceptable and as a responsible retailer we have to look at all options to reduce the number of offences committed in our stores and protect our colleagues.” She added, “We consistently look for new ways to improve the security in our stores and this trial will help us understand if facial recognition technology can reduce the number of incidents and provide greater protection to everybody in our stores.”

Asda’s facial recognition technology is provided by FaceTech, with similar technology used by other UK retailers including Home Bargains, Southern Co-op, Budgens, and Costcutter, many of whom use Facewatch, a system linked to a shared national database.

The rollout of this trial coincides with Asda’s broader strategic efforts to revitalise the brand, which has recently experienced a dip in market share from 14.8 per cent to 12.5 per cent. The company plans to open 25 new Asda Express smaller-format stores between June and Christmas, including converting several former Co-op locations. These expansion plans are supported by private equity firm TDR Capital and the Issa Brothers.

Asda’s newly appointed chairman Allan Leighton commented on the retailer’s direction, stating to The Telegraph, “Our job is to fix it – but not just to fix it. We have to build it, reset it, turn it into what it was.”

The Manchester Evening News reports that the introduction of facial recognition technology has sparked widespread criticism among shoppers while highlighting the supermarket’s efforts to balance security concerns with customer experience amid a competitive retail landscape.

Source: Noah Wire Services