Facial recognition trials in Australian supermarkets raise 'scope creep' concerns, experts warn

When a shopper walks into a supermarket and grabs a basket, a camera may now be scanning their face. In August, Coles and Woolworths began trialling facial recognition technology as a crime-fighting measure, responding to a union survey of about 3,000 staff that found roughly one-third of retail workers do not feel safe in their workplace.

The technology captures facial features to create a unique digital code for identification. Neither supermarket has said whether the system will be rolled out permanently, but both have stated they are exploring ways to improve protection for customers and staff.

Industry groups frame the move as a safety measure, but experts warn of “scope creep”—a gradual expansion of technology use beyond its original purpose. “We let it pass and all of a sudden you see a layering of the technology being used for more privacy intrusive purposes,” said Lauren Perry, a responsible technology policy specialist at the University of Technology Sydney.

Perry is concerned that face scans could shift from security to customer experience in ways that disadvantage consumers. The layering of face-scan-enabled EFTPOS machines and digital price tags already rolling out across supermarkets could tailor the real-life shopping experience, potentially enabling dynamic pricing based on biometric data.

“You’ve only got one face. You can change your password,” Perry said, highlighting the irreversible nature of biometric data collection.

Why This Matters

The trial could normalise biometric surveillance in everyday retail environments, affecting millions of Australian shoppers.
Scope creep may lead to linking facial data with purchase histories and digital price tags, enabling personalised or dynamic pricing without explicit consent.
Once biometric infrastructure is installed, removing or limiting it becomes politically and commercially difficult.

Background

Supermarkets had already introduced exit gates and bagging-area cameras to deter theft and monitor self-checkout. The new trials go a step further by using facial recognition to identify individuals, ostensibly to protect retail workers who, according to a union survey, face high levels of abuse. Both Coles and Woolworths have not confirmed if the system will be expanded beyond the trial phase. Privacy advocates are concerned that similar systems overseas have been used for marketing and surveillance.

Key Perspectives

[Coles and Woolworths]: The supermarket chains have not commented on permanent rollout but say the trial is about protecting customers and staff. Industry groups argue the technology is a necessary tool to combat retail crime and improve worker safety. [Privacy Experts]: Specialists like Lauren Perry warn that once the technology is installed, its use can gradually expand into more intrusive applications such as customer profiling, personalised marketing, and dynamic pricing, with little public oversight. [Critics/Skeptics]: Consumer and digital rights groups question the effectiveness of facial recognition in preventing crime and point to risks of misidentification, bias, and the irreversible loss of biometric privacy. They argue that voluntary opt-out is not a sufficient safeguard.

What to Watch

Whether Coles or Woolworths announce a permanent national rollout of the technology.
Any regulatory intervention from the Office of the Australian Information Commissioner or state privacy bodies.
Public and media reaction to the layering of facial recognition with digital price tags and face-scan EFTPOS systems.

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