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Short answer: Ask the retailer what its cameras do, whether facial recognition or movement analytics are used, what data is kept, and what privacy choices or complaint process are available. Turning off Wi-Fi or using airplane mode may affect some tracking through your phone, but it does not stop a store camera from recording you. Your rights and options depend on where you shop and how the technology is used.
What “camera tracking” can mean
A camera may simply record security footage, analyze movement and foot traffic, or be part of a system designed to identify people using facial recognition. Those are different practices: seeing a camera does not prove that the store is identifying shoppers.
| Type | What is sensed | Is identity sought? | What to ask |
|---|---|---|---|
| Security video | Visual footage of people and activity | Not necessarily; recording alone does not establish facial recognition | Whether footage is recorded, who can access it, and how long it is kept |
| Movement or foot-traffic analytics | Where shoppers move, pause, or gather | May be used for aggregate patterns rather than identifying an individual | Whether movement is analyzed and whether data is linked to a person |
| Facial recognition | Facial features processed as biometric information | Yes: the purpose can include recognizing or matching a person | Whether biometric data is created, matched, retained, and subject to a choice mechanism |
| Phone or wireless tracking | Signals from Wi-Fi, Bluetooth, or cellular-connected devices | May track a device rather than use the camera to identify a face | Which signals are collected and whether there is an opt-out |
The FTC’s 2015 explainer described optical analytics such as foot-traffic counts and heat maps as distinct from monitoring mobile-device signals. It said video retail analytics typically did not use facial recognition at the time; that is a historical description, not evidence of current adoption rates. FTC: Retailers, Take Note: Consumers Want to Opt Out of Mobile Tracking.
What you can do before or during a visit
- Check for notices. Look near entrances and camera-equipped displays for signs describing video or facial-recognition use. If a notice is absent or vague, ask staff for the store’s privacy contact and policy.
- Ask specific questions. You can ask: “Do these cameras only record security video, or do they analyze movement or use facial recognition?” “Is biometric data created or retained?” “Can I avoid or opt out of that use?” and “How can I make a privacy complaint?”
- Ask what happens to the data. Request the retention period, who can access the footage or derived data, and whether information is shared. The answers may vary by retailer and system.
- Decide based on the answer. If the explanation is unsatisfactory, you could choose another retailer or avoid a particular area where feasible. Not every store offers an opt-out, and these questions do not guarantee that you can prevent collection.
Phone settings affect a different kind of tracking
Turning off Wi-Fi or Bluetooth, or using airplane mode, may affect some collection of wireless device signals. It does not switch off cameras or prevent optical recording. Treat phone settings as a separate privacy measure, not a way to defeat in-store cameras. The FTC’s 2015 article also noted that some mobile-device collection could occur before an opt-out was applied, so an opt-out should not be assumed to prevent initial collection.
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What the law and regulator guidance say
There is no single worldwide rule or guaranteed shopper opt-out established by the materials here. Legal standards and remedies depend on location, the retailer, and the technology’s use. Agency guidance and enforcement examples are not automatically binding law everywhere.
Australia: OAIC guidance updated in July 2026
On July 29, 2026, Australia’s Office of the Australian Information Commissioner said it had updated guidance for entities covered by the Australian Privacy Principles that are considering facial recognition in high-volume, publicly accessible places such as retail shops. The update reflected the Bunnings Group matter, involving facial recognition in 62 stores from 2018 to 2021. The OAIC said each proposed deployment still needs to be assessed in context under the Australian Privacy Act; this is Australia-specific guidance. OAIC: OAIC updates guidance on use of facial recognition technology in public spaces.
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The same OAIC announcement reported that the share of Australians who considered facial recognition one of their biggest privacy risks rose from 27% in 2023 to 45% in 2026, according to its Australian Community Attitudes to Privacy Survey. This measures public concern, not how many stores use cameras or facial recognition.
United States: FTC recommendations and a retail enforcement example
The FTC’s 2012 staff report offered recommendations for businesses using facial-recognition technology. For facial-recognition-enabled digital signs, it recommended clear notice before consumers encounter them and meaningful choice for certain uses. The report discussed avoiding the sign or area as one form of choice, while also recognizing concerns about making people avoid a venue. These were staff recommendations, not a blanket legal entitlement for every shopper. FTC: Facing Facts: Best Practices for Common Uses of Facial Recognition Technologies.
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In a December 2023 announcement, the FTC described its complaint alleging that Rite Aid used AI facial recognition in hundreds of stores from 2012 through 2020. The agency said the system generated false-positive matches and described consumers being followed, searched, or accused as a result. The announcement described the order as proposed and awaiting court approval at that time. It is a specific enforcement example, not proof that all retailers use facial recognition. FTC: FTC Order Prohibits Retailer Rite Aid from Using AI Facial Recognition After Failing to Protect Consumers.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Claims and products to treat skeptically
- A mask or privacy glasses are not established here as reliable ways to stop a store system from recording or identifying you.
- A camera detector cannot be assumed to reveal every camera or prevent recording.
- Wi-Fi controls and RF-blocking products address, at most, some wireless signals; they do not prevent a camera from capturing visual footage.
- Do not assume every store uses facial recognition—or that a posted camera necessarily does.
No reliable consumer product is established here as a way to prevent in-store cameras from recording or identifying a shopper. The practical steps supported by the available information are to ask what is happening, learn what choices exist in that location, and decide whether to shop there.
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