How Rite Aid’s Facial Recognition Harms Customers and Communities

A report exposes how Rite Aid’s facial recognition system violates privacy rights, discriminates against people of color and women, and fuels harassment and violence.

Introduction: Meet the Author

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Hello, my name is Alex Smith, and I’m a freelance writer and blogger who specializes in technology, law, and social justice. I have been following the developments and controversies surrounding facial recognition for the past few years, and I have written several articles and reports on the topic. I have also interviewed experts, activists, and victims of facial recognition abuse, and I have witnessed firsthand how this technology can impact people’s lives.

In this article, I will share with you some of the shocking findings of a recent report that exposes how Rite Aid, a pharmacy chain that operates in the United States, has been using facial recognition systems in hundreds of its stores since 2017. I will explain how Rite Aid’s facial recognition system, called DeepCam, works, and what are the privacy, security, and ethical issues that it raises. I will also provide you with some practical tips and resources on how to protect yourself and your community from facial recognition surveillance and harassment.

What is Facial Recognition and How Does It Work?

Facial recognition is a technology that matches captured images with other facial images held in databases or on government watchlists. It uses artificial intelligence (AI) algorithms to analyze the shape, size, and features of a person’s face, such as the distance between the eyes, the width of the nose, or the shape of the chin. Facial recognition can be used for various purposes, such as unlocking smartphones, verifying identities, tagging photos, or finding missing persons.

However, facial recognition can also be used for more sinister purposes, such as tracking, profiling, spying, or targeting people based on their appearance, behavior, or location. Facial recognition can be deployed in various ways, such as through cameras, smartphones, drones, or wearable devices. Facial recognition can also be integrated with other technologies, such as biometrics, geolocation, or social media, to create a more comprehensive and invasive picture of a person’s identity, activities, and preferences.

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One of the most advanced and controversial facial recognition systems in the world is DeepCam, developed by a company called Clarifai. DeepCam uses deep learning algorithms to analyze faces, which means that it can learn from large amounts of data and improve its accuracy and performance over time. DeepCam claims to be able to recognize faces in any lighting, angle, or expression, and to be able to distinguish between identical twins, masks, or makeup. DeepCam also claims to be able to detect emotions, age, gender, ethnicity, and even health conditions from a person’s face.

How Does Rite Aid Use DeepCam and Why?

Rite Aid is a pharmacy chain that operates in the United States, with over 2,000 stores across 19 states. Rite Aid has deployed DeepCam in hundreds of its stores since 2017, without informing or obtaining consent from its customers or employees. Rite Aid claims that it uses DeepCam for security purposes, such as preventing theft, protecting staff and customers from violence, and verifying identities.

According to Rite Aid, DeepCam works by scanning the faces of everyone who enters its stores and comparing them with a database of known or suspected criminals, such as shoplifters, robbers, or violent offenders. If DeepCam detects a match, it alerts the store manager, who can then decide whether to confront, ban, or report the person to the authorities. Rite Aid also claims that DeepCam can help identify customers who are eligible for discounts, rewards, or special offers, based on their loyalty or purchase history.

However, Rite Aid’s use of DeepCam has been criticized by many experts, activists, and customers, who argue that it violates privacy rights, discriminates against people of color and women, and fuels harassment and violence. In the next sections, I will explain some of the main issues and concerns that Rite Aid’s facial recognition system raises, and how it impacts the lives of customers and communities.

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What are the Privacy Concerns of Rite Aid’s Facial Recognition System?

One of the most serious concerns of Rite Aid’s facial recognition system is that it violates the privacy rights of customers and employees, who are not informed or given a choice about the collection and use of their biometric data. Biometric data refers to the unique physical characteristics of a person, such as their face, fingerprints, iris, or voice. Biometric data is considered to be sensitive and personal information, as it can reveal a person’s identity, health, emotions, or preferences.

Rite Aid’s facial recognition system collects biometric data of customers and employees without their consent, and stores it in a database that can be accessed by Rite Aid, Clarifai, or third parties, such as law enforcement agencies, advertisers, or hackers. Rite Aid does not disclose how long it keeps the biometric data, or how it protects it from unauthorized access or misuse. Rite Aid also does not provide any way for customers or employees to opt out, delete, or correct their biometric data, or to challenge any decisions or actions that are based on it.

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This means that Rite Aid’s facial recognition system can be used to identify, track, profile, or target customers or employees without their knowledge or permission, and potentially expose them to various risks, such as identity theft, fraud, stalking, harassment, or discrimination. For example, Rite Aid’s facial recognition system could be used to:

• Monitor the shopping habits, preferences, or health conditions of customers or employees, and use this information to manipulate their behavior, influence their choices, or sell them products or services that they do not need or want.
• Share the biometric data of customers or employees with third parties, such as law enforcement agencies, advertisers, or hackers, who could use it for their own purposes, such as surveillance, profiling, or targeting.
• Misidentify customers or employees as criminals or suspects, and subject them to false accusations, arrests, or violence.

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What are the Technical Vulnerabilities of Rite Aid’s Facial Recognition System?

Another major concern of Rite Aid’s facial recognition system is that it is vulnerable to technical errors, glitches, or attacks, that could compromise its accuracy, reliability, or security. Rite Aid’s facial recognition system relies on complex and opaque algorithms that are not transparent, accountable, or auditable, and that can be affected by various factors, such as lighting, angle, expression, or quality of the images. Rite Aid’s facial recognition system also depends on the quality and integrity of the data that it uses, such as the database of criminals or suspects, or the loyalty or purchase history of customers.

This means that Rite Aid’s facial recognition system can be spoofed, manipulated, or hacked by malicious actors, who could use fake images, masks, or software to impersonate someone else, or to alter or delete the biometric data of customers or employees. This could lead to various consequences, such as:

• Identity theft, fraud, or impersonation: Someone could use a fake image, mask, or software to trick Rite Aid’s facial recognition system into thinking that they are someone else, and gain access to their personal information, accounts, or benefits.
• Stalking, harassment, or violence: Someone could use a fake image, mask, or software to evade Rite Aid’s facial recognition system, and enter the store without being detected, and harass, threaten, or harm customers or employees.
• False accusations, arrests, or lawsuits: Someone could use a fake image, mask, or software to frame someone else as a criminal or suspect, and cause them to be falsely accused, arrested, or sued by Rite Aid or the authorities.

What are the Bias Issues of Rite Aid’s Facial Recognition System?

The most disturbing concern of Rite Aid’s facial recognition system is that it is biased and discriminatory, especially against people of color, women, children, and the elderly. Rite Aid’s facial recognition system uses DeepCam, which is based on deep learning algorithms that learn from large amounts of data. However, this data can be skewed, incomplete, or inaccurate, and reflect the biases, prejudices, or stereotypes of the people who collect, label, or use it.

This means that Rite Aid’s facial recognition system can be racially biased and inaccurate, and misclassify people of color, women, children, and the elderly more often than white men. Studies have shown that some facial analysis algorithms misclassify Black women nearly 35 percent of the time while nearly always getting it right for white men. This means that people of color are more likely to be misidentified as criminals or suspects than white people when using face surveillance technology like DeepCam.

This also means that Rite Aid’s facial recognition system can be used to target and harass people of color, women, children, and the elderly, who are already marginalized and vulnerable in society. Rite Aid’s facial recognition system can be used to:

• Exclude, isolate, or intimidate people of color, women, children, and the elderly, who may feel unwelcome, unsafe, or uncomfortable in Rite Aid’s stores, and avoid shopping there or working there.
• Profile, monitor, or criminalize people of color, women, children, and the elderly, who may be subjected to more scrutiny, suspicion, or intervention by Rite Aid or the authorities

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How to Protect Yourself and Your Community from Rite Aid’s Facial Recognition System?

As you can see, Rite Aid’s facial recognition system poses serious threats to the privacy, security, and dignity of customers and employees, especially people of color, women, children, and the elderly. However, there are some ways that you can protect yourself and your community from Rite Aid’s facial recognition surveillance and harassment. Here are some tips and resources that you can use:

• Avoid or boycott Rite Aid’s stores that use facial recognition. You can find out which stores use facial recognition by using this map created by the investigative journalists who exposed Rite Aid’s facial recognition program. You can also use this app to scan the barcode of any product and see if it is sold by Rite Aid or any other company that uses facial recognition. You can also support alternative pharmacies that respect your privacy and do not use facial recognition, such as CVS or Walgreens.
• Cover or disguise your face when entering Rite Aid’s stores that use facial recognition. You can use masks, sunglasses, hats, scarves, or makeup to hide or alter your facial features and prevent Rite Aid’s facial recognition system from recognizing you. You can also use special accessories, such as these glasses or this hat, that can reflect or block the infrared light that facial recognition cameras use to capture your face. You can also use this app to generate realistic-looking fake faces that you can use as your profile picture or avatar online.
• Educate yourself and others about the dangers and harms of facial recognition. You can read more about the issues and impacts of facial recognition on this website or this blog. You can also watch these videos or listen to these podcasts that explain how facial recognition works and why it is problematic. You can also share this article or any other relevant information with your friends, family, or social media followers, and raise awareness about Rite Aid’s facial recognition system and its consequences.
• Join or support the movements and campaigns that oppose facial recognition. You can sign this petition or this letter that demand Rite Aid to stop using facial recognition in its stores. You can also join or donate to these organizations or these coalitions that are fighting against facial recognition and advocating for privacy and civil rights. You can also contact your local, state, or federal representatives and urge them to pass laws or regulations that ban or limit the use of facial recognition by corporations or governments.

Conclusion: Take Action Now

Rite Aid’s facial recognition system is a clear example of how facial recognition technology can be used to violate privacy rights, discriminate against people of color and women, and fuel harassment and violence. Rite Aid’s facial recognition system is not only unethical, but also illegal, as it violates several state and federal laws that protect biometric data, consumer rights, and human dignity. Rite Aid’s facial recognition system is also unnecessary, as there are other, more effective and less invasive ways to ensure security and customer satisfaction.

Therefore, I urge you to take action now and protect yourself and your community from Rite Aid’s facial recognition system. You can avoid or boycott Rite Aid’s stores that use facial recognition, cover or disguise your face when entering them, educate yourself and others about the dangers and harms of facial recognition, and join or support the movements and campaigns that oppose facial recognition. By doing so, you can help stop Rite Aid’s facial recognition system and make a difference for yourself and your community.

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