Some of the most popular stores in the United States – including Macy’s and Ace Hardware – use facial recognition on their customers, largely without their knowledge.

Now, the digital rights nonprofit Fight for the Future has helped launch a nationwide campaign to document which of the country’s largest retailers are using facial recognition. The campaign launched on Wednesday, which is supported by more than 35 human rights groups, wants to raise awareness of retail stores that use face scanning algorithms to increase their profits, strengthen security systems and even track their employees.

The campaign is a clear reminder that the reach of facial recognition extends well beyond law enforcement and invades the private, commercial storefronts we regularly visit. Experts caution that facial recognition is of particular concern in these areas as the technology is largely unregulated and undisclosed, meaning both customers and employees may not know that this software …

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