Iceland have announced that they need to keep their staff safe and give customers a good experience in their shops so after trialling facial recognition VSS cameras in a handful of stores they will now be rolling them out nationwide. In this blog we look at the common questions asked and provided the answers from our point of view as an installer of facial recognition security systems and a professional security system company whose worked in retail for many years.
What are facial recognition security cameras and how do they work?
Facial recognition cameras are high-resolution surveillance devices powered by AI algorithms. They capture images of faces in real time, analyse key facial features, and compare them against a “watch list” of known threats / people known to the police. When a match occurs, alerts are triggered so security teams can respond instantly.
What are the key benefits for retail settings?
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Deterrence: The presence of facial recognition systems can discourage repeat offenders who know they are likely to be flagged immediately.
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Speed: Systems identify persons of interest in seconds, enabling rapid intervention by instore security guards and shop management.
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Resource efficiency: Automated scanning allows fewer staff to cover larger areas without compromising on response speed or accuracy.
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Evidence collection: Recorded matches and metadata support investigations, prosecutions, and insurance processes.
What are the main concerns or limitations?
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Privacy: Misuse or overreach in capturing bystanders’ biometric data can raise legal and ethical issues. Shoppers might not like the idea of facial recognition when they are popping in for a loaf of bread, new t-shirt or toiletries!
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Bias and accuracy issues: Algorithms can misidentify people, especially those with darker skin tones, leading to potential wrongful stops and wasted security guard time.
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Regulatory compliance: It’s important to comply with the relevant legislation like GDPR in the UK. Clear policies are needed for data storage, consent, usage, and deletion.
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Public trust: Deployment must be transparent, proportionate, and paired with community safeguards to maintain confidence from the public i.e. your customers.
What best practices should companies follow?
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Clear policy framework: Define acceptable use cases, retention periods, and data protection procedures.
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Transparency: Inform customers and staff through signage and published guidelines.
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Accuracy thresholds: Use conservative match confidence thresholds and verify manually.
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Oversight: Use audits, logs, and third-party oversight to ensure responsible use.
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Staff training: Ensure operators understand the system’s capabilities and limitations.
Case Study: Iceland Supermarket rolls out Facial Recognition security systems
In November 2024, the UK supermarket chain Iceland who operate over 900 stores in the UK announced a “willingness to trial” facial recognition cameras to combat a spike in retail crime. CEO Richard Walker emphasised that any trial would be “legal and proportionate,” aimed squarely at protecting store teams facing increasing threats from professional shoplifters. Today, on 24th June 2025, Iceland have announced that they will now roll out facial recognition security systems across their stores nationwide after a successful trial. They have deployed cameras from Facewatch which provides a database of ‘persons / subjects of interest’, the facial recognition has successfully picked up multiple known criminals within the stores and enabled Iceland to prevent threat to staff and loss of stock rapidly and with minimal disruption to shoppers.
This move aligns with broader retail sector trends: Tesco has experimented with security robots, Morrisons is trialling mobile surveillance units, and several chains are adopting similar technologies to safeguard staff and protect stock.
JKE’s expertise in facial recognition security systems
JKE Fire & Security have installed and are advocates of facial recognition systems for multiple locations (from hospitals to retail parks) as these cameras offer:
- Proactive risk management: Identify persistent offenders in advance (retail) or vulnerable people who need immediate support (hospital)
- Integrated security: Combine access control, video analytics, and alarms for a seamless system for much better protection (i.e. lock down a corridor / area)
- Data-driven oversight: Monitor frequency and location of flagged incidents to optimise security personnel deployment
- Enhanced customer safety: Deter crime visibly and reassure staff and shoppers with real‑time interventions that are usually much calmer to deal with (i.e. barred entry at the front of a store / supermarket)