Sainsbury’s has begun implementing facial recognition technology in an additional store in Bath, confirming plans for a broader roll-out across 200 supermarkets by the end of the year.
Outside the Sainsbury’s Superstore in Odd Down, notices inform shoppers that the technology is utilised to identify ‘known offenders’, while emphasising that customer privacy remains protected. The sign states: “Your safety is our priority. We’re using facial recognition technology to protect colleagues and customers in this store. Your privacy is protected. Don’t worry, the technology is designed to only recognise known offenders who have committed acts of violence, aggression or theft. For everyone else, any data generated by the software is deleted instantly.”
Initial trials of facial recognition software began in 2025 at select locations, including a store on Moorland Road in Bath. Following the latest observations, a Sainsbury’s spokesperson confirmed the intention to expand the technology to 200 of its supermarkets later this year.
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The supermarket described Facewatch, the software employed, as the latest in a series of investments aimed at maintaining safe environments for both staff and customers. The company regards it as the best available technology to address their security needs.
Supporters assert the technology aids in protecting customers and deterring shoplifting. Since introducing the system in two trial stores, Sainsbury’s reported a 46% decrease in incidents of theft, harm, aggression, and antisocial behaviour, alongside claiming a 99.98% accuracy rate in offender identification.
Nonetheless, concerns persist regarding privacy. Madeleine Stone, Senior Advocacy Officer at Big Brother Watch, criticised the system, describing it as “deeply disproportionate and chilling”, and urged Sainsbury’s to cease the trials while calling for government intervention to regulate the technology’s use.
There have also been reports of customers being mistakenly identified as offenders. The BBC highlighted one instance where a man experienced what was described as “public humiliation.” Sainsbury’s issued an apology, attributing the mistake to human error.
Local online discussions revealed divided views. One commenter acknowledged the system’s strictness but praised its protective benefits for staff and stock. Another expressed confusion over societal acceptance of sharing personal information online juxtaposed with discomfort regarding facial recognition technology.
Sainsbury’s reiterated that current levels of antisocial behaviour, aggression, and theft in stores are unacceptable and stressed their commitment to preventing such behaviour from becoming a standard part of retail experiences.