Iceland to begin facial recognition trial in two northern stores
24/06/2025 | The Herald
Supermarket chain Iceland has announced the deployment of live facial recognition technology in two stores in northern England, with plans to expand further later in the year. The trials are being conducted at a Food Warehouse store in Bradford and an Iceland store in Salford. The technology is supplied by Facewatch.
In a statement, Jake Hurfurt, Head of Research and Investigations at Big Brother Watch, said: "Iceland's decision to deploy dystopian facial recognition technology to monitor its customers is disproportionate and chilling. Thousands of people will have their privacy rights violated just to buy basic necessities, and Iceland will turn its shoppers into suspects, making them submit to a biometric identity check as part of their daily lives."
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