https://www.techradar.com/news/many-americans-arent-aware-theyre-being-tracked-with-facial-recognition-while-shopping Skip to main content (*) ( ) [] TechRadar pro IT insights for business [ ] Search [ ] Subscribe RSS Asia India Singapore Middle East Africa South Africa Europe Danmark Suomi Norge Sverige UK Italia Nederland Belgie (Nederlands) France Deutschland Espana North America US (English) Canada US (Espanol) Australasia Australia New Zealand Please deactivate your ad blocker in order to see our subscription offer * * News * Reviews * Security * VPN * Insights * Resources * More TechRadar * Web Hosting * Cloud Storage * Website Builders * Mobile * POS Systems * Security Systems TechRadar is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission. Learn more 1. Home 2. News 3. Computing Many Americans aren't aware they're being tracked with facial recognition while shopping By Anthony Spadafora 12 August 2021 You're not just on camera, you're also being tracked * * * * * * Facial recognition (Image credit: Shutterstock) Despite consumer opposition to facial recognition, the technology is currently being used in retail stores throughout the US according to new research from Piplsay. While San Francisco banned the police from using facial recognition back in 2019 and the EU called for a five year ban on the technology last year, several major retailers in the US including Lowe's, Albertsons and Macy's have been using it for both fraud and theft detection. Still though, the technology is currently facing stiff opposition from advocacy groups for being too invasive according to Piplsay. * We've built a list of the best identity theft protection services * These are the best ecommerce platforms on the market today * Also check out our roundup of the best anonymous browsers With cameras tracking the movements, behavior and emotions of retail shoppers, is too much personal information and data being given away to offer an improved customer experience and increased security? Completely unaware To learn more about consumer opinions and comfort levels when it comes to the use of facial recognition technology, Piplsay polled 31,184 Americans across the country to compile its new " Face-recognition tech in retail" report. Of those surveyed, almost half (40%) were completely unaware that retailers have begun using facial recognition technology in their stores while 60 percent said they knew this technology was being deployed. When it came to whether or not respondents supported the use of facial recognition by retailers, 42 percent said they didn't mind it while 38 percent said they were against its use in stores. Of those against its use, 22 percent said they believed facial recognition is an invasion of privacy while 16 percent said they believed it can be inaccurate or discriminatory. Respondents to Piplsay's survey also said that stores using facial recognition should inform customers in advance that they are being tracked (69%) while a similar percentage (65%) said that stores using this technology should provide customers with a way to opt-out. While it makes sense for Amazon's cashier-less Amazon Go convenience stores to use facial recognition, the same can't be said for retailers when using the technology offers no immediate benefit to consumers. * We've also featured the best VPN Anthony Spadafora Anthony Spadafora * * After living and working in South Korea for seven years, Anthony now resides in Houston, Texas where he writes about a variety of technology topics for ITProPortal and TechRadar. He has been a tech enthusiast for as long as he can remember and has spent countless hours researching and tinkering with PCs, mobile phones and game consoles. See more Computing news TechRadar newsletter Sign up to get breaking news, reviews, opinion, analysis and more, plus the hottest tech deals! [ ] [ ] [ ] Contact me with news and offers from other Future brands [ ] Receive email from us on behalf of our trusted partners or sponsors [Sign me up] Thank you for signing up to TechRadar. You will receive a verification email shortly. There was a problem. Please refresh the page and try again. By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. FIND A PRODUCT * Laptop * TV * Headphones * Bluetooth Speakers * Smartphones * Camera * Webcam * VPN [ ] Most Popular MOST POPULARMOST SHARED 1. Fitbit Charge 4 1 Fitbit Charge 5 screen and colors shown off in new image leaks 2. 2 Supernova shoots a dying star made of metal out of Milky Way at 2 million mph 3. 3 Xbox Series X restock: Best Buy, Walmart, GameStop and Microsoft - when to buy it 4. 4 Microsoft's next Surface device could come with some mind-blowing upgrades 5. 5 Many Americans aren't aware they're being tracked with facial recognition while shopping 1. Sana EUJ-707 Slow Juicer on a kitchen countertop 1 Best juicer 2021: ranking the top juicing machines we've tested 2. 2 We ask a former burglar: do smart security cameras really deter crime? 3. 3 Quantum computing: New breakthrough could set the stage for massive speed boost 4. 4 PS5 restock Twitter tracker: Best Buy, Walmart and GameStop - when to buy it 5. 5 Smartphone, i migliori del momento costano meno! TechRadar is part of Future US Inc, an international media group and leading digital publisher. Visit our corporate site. * About Us * Terms and conditions * Privacy policy * Cookies policy * Advertise with us * Web notifications * Accessibility Statement (c) Future US, Inc. 11 West 42nd Street, 15th Floor, New York, NY 10036.