Facial recognition technology (FRT) is rapidly gaining traction across retail organisations, offering innovative solutions for security, customer experience, and operational efficiency. However, its rise also brings challenges, particularly in addressing ethical concerns, protecting consumer data, and adhering to legal frameworks.
The introduction earlier this year of the BS 9347 standard provides a comprehensive guide for retailers to implement FRT responsibly while ensuring compliance with regulatory and ethical requirements. This is the first ever British Standard code of practice focusing on the ethical use and deployment of facial recognition technology (FRT), developed on recommendations by the BSIA.
System Q is currently offering a free implementation roadmap PDF guide for seamless Facial Recognition Technology compliance – helping your business stay ahead as new regulations unfold.
What is BS 9347?
BS 9347 is a British Standard designed to establish best practices for the ethical deployment of facial recognition technology. It focuses on creating a framework that prioritises consumer privacy, robust governance, and operational transparency. Retailers using FRT for purposes such as theft prevention, access control, or analysing customer behaviour can now navigate the complexities of these implementations with clarity and confidence.
This standard is significant because it focuses on leveraging technology’s potential while safeguarding public trust. By outlining clear guidelines, BS 9347 addresses common concerns about privacy breaches, discriminatory algorithms, and the misuse of sensitive data, particularly in an environment where consumer awareness of digital rights is at an all-time high.
Why Retailers Need BS 9347 Now
The retail sector is under increasing pressure to innovate while maintaining customer loyalty. FRT offers solutions to key challenges, from identifying repeat offenders to improving operational efficiency through customer flow analysis. However, these benefits come with risks, such as data breaches or accusations of bias, which can lead to reputational damage or legal action.
Additionally, evolving regulatory landscapes, including the UK GDPR and Data Protection Act 2018, demand rigorous compliance from businesses handling personal data. BS 9347 complements these legal requirements by offering actionable steps tailored to the retail environment, helping businesses balance innovation and ethical responsibility.
As retail transforms with technology, the role of trust cannot be overstated. BS 9347 equips retailers to adopt FRT responsibly, ensuring that consumer confidence is preserved while unlocking the full potential of advanced surveillance.
Mitigating Risks and Ensuring Compliance
Despite its advantages, FRT has risks. Common concerns include false positives, data breaches, and privacy complaints. BS 9347 advocates proactive measures to mitigate these risks, such as implementing rigorous data protection protocols, conducting regular system tests, and employing diverse training datasets to minimise bias.
Privacy impact assessments form the backbone of risk management under this framework. By identifying potential vulnerabilities early, retailers can address them before they become significant issues. Additionally, developing an incident response plan ensures that businesses are prepared to act swiftly in case of a breach or complaint, minimising harm and maintaining public confidence.
The standard also underscores the importance of adhering to broader legal requirements, such as the Equality Act 2010 and the Human Rights Act 1998. By integrating these into operational processes, retailers can ensure compliance while upholding ethical standards.
Long-Term Sustainability Through Regular Review
BS 9347 promotes a culture of continuous improvement. Retailers are encouraged to schedule regular reviews of system performance, staff competency, and policy relevance. This iterative approach ensures that FRT systems remain effective and compliant as technology and regulations evolve.
For example, monthly performance checks can assess accuracy rates and identify any emerging issues, while annual policy reviews allow organisations to align their practices with new legal or technological developments. Retailers that commit to these ongoing evaluations demonstrate a proactive stance towards responsible technology use.
BS 9347 provides a blueprint for responsible innovation, helping retailers navigate the complexities of ethical FRT deployment. By adhering to these standards, businesses can harness the power of technology while safeguarding consumer trust, ensuring that progress is both sustainable and inclusive.
For retailers ready to take the next step, organisations like System Q offer a FREE PDF with valuable information and consultancy to support through consultations, compliance templates, and expert guidance. System Q’s is offering personalised consultation services to help organisations find out whether they are fully compliant. Appointments can be booked by emailing [email protected].
Facial recognition technology – Ethical use and deployment in video surveillance-based systems – Code of practice (BS 9347:2024), is available for purchase on the BSI website.