Rising Trend: How London’s Embrace of Facial Recognition Technology Overcomes Its Limitations

A notice on a shop window alerts customers: “Facial recognition and CCTV in operation for the protection of our customers and colleagues.” This sign is found at Sports Direct in Stoke Newington, a neighborhood in northeast London. The UK is known for its many surveillance cameras. In fact, it has the highest number outside of China, with 97 cameras for every 1,000 people, compared to just 2.1 in Paris.

“Not too long ago, this technology was only used by the police,” says Daragh Murray, an expert on tech and human rights at Queen Mary University of London. “But in the last couple of years, it has become more common in private businesses.” This includes places like supermarkets and nightclubs.

Facewatch is a leading company in this field. Founded in 2010 by Simon Gordon, who started the company after struggling with theft at his wine bar, it has gained traction. Since launching in 2019, its system is now used in over 70 businesses, including supermarkets, garden centers, and discount stores. Larger retailers like Frasers Group, which owns Sports Direct and other brands, operates more than 900 locations.

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