What happened

Makeup business owner Danielle Horan was publicly ejected from two stores after her facial profile was flagged by Facewatch - a system designed to identify shoplifters. 

The rejection led to public humiliation and severe anxiety and distress for Horan, while her mother, present during one incident, was also affected. 

The primary harms were reputational and psychological, but the experience also revealed broader risks for anyone misidentified, including the denial of access to retail and community spaces.

Why it happened

The incident stemmed from human error at the store: staff incorrectly logged Horan's details as a shoplifter despite her having paid for the items. 

The facial recognition system then amplified the mistake by disseminating her image and barring her from entry. 

Key failures included a lack of transparency, poor recourse for the accused, and over-reliance on the watchlist system without adequate checks or accountability. 

Staff received further training and the system was suspended locally following the exposure of the error.