British supermarket chain Sainsbury’s is set to launch a live facial recognition technology pilot in its Sydenham superstore in London and its Oldfield Park Local store in Bath.
The trial will be carried out for eight weeks from early September 2025, and subject to its successful completion, the retailer plans to roll out the system nationwide.
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Technology developed by Facewatch integrates with CCTV cameras to automatically scan customers’ faces. These scans are then matched against a watchlist database provided by Facewatch.
Sainsbury chief executive Simon Roberts stated: “The retail sector is at a crossroads, facing rising abuse, anti-social behaviour and violence. We must put safety first. That means investing in technology to help protect our people and support local policing teams in tackling offenders.
“We understand that facial recognition technology can raise valid questions about data and privacy. This trial and subsequent rollout is not about monitoring colleagues or our valued customers. It’s focused solely on identifying serious offenders who have committed acts of violence, aggression or theft, helping our teams prevent further harm.”
The Office for National Statistics recently reported that the number of shoplifting offences in England and Wales exceeded half a million for the first time in 2024.
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By GlobalDataFacewatch technology is also used by retailers across the UK such as Sports Direct and Costcutter, to identify individuals involved in shoplifting.
Sainsbury’s announcement was welcomed by retail trade union Usdaw.
Usdaw general secretary Joanne Thomas stated: “We look forward to seeing the results of the trial of facial recognition software and will continue to work closely with Sainsbury’s to support a responsible, evidence-led approach to tackling retail crime.”
However, privacy group Big Brother Watch senior advocacy officer Madeleine Stone called Sainsbury’s decision to trial the technology “deeply disproportionate and chilling”.
Stone stated: “Facial recognition surveillance turns shoppers into suspects, with devastating consequences for people’s lives when it inevitably makes mistakes.
“We are regularly hearing from and supporting distressed people who have been caught up in a confusing net of privatised surveillance, despite being entirely innocent.
“Facial recognition is dangerously out of control in the UK. Sainsbury’s should abandon this trial and the government must urgently step in to prevent the unchecked spread of this invasive technology.”
