Two thirds of UK consumers are comfortable with the idea of facial recognition technology (FRT), but are less certain what it should be used for. In a recent national survey, Toluna found that although 69.2% of respondents have never knowingly used facial recognition, an almost equal percentage (65.8%) were "comfortable with the idea".

Interestingly however, almost as many consumers were happy for FRT to be used to offer relevant products and services (51.9%), as there were consumers who trust it for security purposes (55.9%). When asked if they were happy for facial recognition to be used to offer personalised marketing messages, this percentage drops to 34.8%, perhaps suggesting that an invasive use of FRT is offputting - rather than the notion of marketing itself.