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Ann Summers is rolling out body-worn cameras to staff in 23 stores nationwideThe move follows an eight-week trial in three shops, targeting higher-risk locationsCameras aim to protect staff, deter aggression, and create a safer shopping environmentShoppers may be recorded, and retailers don’t need explicit consent in public areasThe rollout is part of a wider trend, with other UK retailers using body cameras for staff safety Shoppers at some adult stores could soon find themselves on camera, as a high street lingerie retailer begins equipping staff with body-worn cameras. Ann Summers’ move comes after an eight-week trial across three shops in August, aimed at improving safety in locations deemed higher risk. The rollout will initially cover 23 stores nationwide, with the cameras expected to be fully deployed before Christmas and extended into next year. The retailer says the initiative is designed to protect both staff and customers, creating a “safer, more welcoming environment.” CEO Maria Hollins told Drapers: “At Ann Summers, the safety and wellbeing of our colleagues and customers is our top priority. “The trial has shown that body-worn cameras can make a real difference in creating a safer, more welcoming environment in our stores.” The decision comes amid reports of rising abuse and threats faced by retail staff, a trend echoed across the industry. Ann Summers is prioritising locations with a “history of incidents or higher risk” and plans to complement the cameras with enhanced staff training, including role play exercises and guidance on respecting shopper privacy. While the primary goal is staff safety, the move raises questions for customers about privacy. Those visiting Ann Summers should be aware that interactions with staff could be recorded, a consideration that may influence how some shoppers feel while browsing. The initiative follows a broader trend among UK retailers. In October, Tesco announced body cameras for over 5,000 delivery drivers at 100 stores, and earlier this year, H&M began equipping store staff with similar devices to deter theft and abuse. Ann Summers says it continues to review its security approach and is collaborating with law enforcement and retail partners to combat crime. The rollout of body cameras is just one part of the company’s wider commitment to safety, designed to ensure that both employees and customers can enjoy a secure and comfortable shopping experience. Body-worn cameras in shops - your rights As high street retailers increasingly adopt technology to protect staff, shoppers may need to get used to the idea that some interactions could be captured on camera. It’s a shift that brings safety benefits, but also new considerations for privacy-conscious consumers. Retailers do not need shoppers to give their consent before being filmed in publicly accessible spaces like high street shops. But stores should make it clear when recording is taking place, usually through signage or staff notices. Most retail staff do not keep body cameras recording constantly, as continuous recording can raise data protection and privacy issues and would generate a large amount of footage. Cameras are usually only activated when there’s a risk, an incident, or during interactions where staff feel extra protection is needed. Staff do not always have to verbally announce that they have started recording, but many retailers train employees to inform customers when possible, especially if footage could include sensitive personal interactions. Any footage must be kept securely and used only for legitimate purposes, such as evidence of aggressive behaviour or safety incidents, and retailers often have strict policies on how long recordings are retained and who can access them.
