An extensive survey took a look at consumer comfort with a variety of retail and grocery technologies. The survey found that only 16% of respondents are comfortable with in-store facial recognition.

A consumer survey from First Insight says that more than 75 percent of respondents would not shop at a store that used facial recognition technology for marketing purposes.

Facebook, Wal-Mart and other companies planning to use facial-recognition scans for security or tailored sales pitches are working to build the rules for how images and online profiles can be used, according to Newsday. The U.S. Department of Commerce will start meeting with industry and privacy advocates in February to draft a voluntary code of conduct for using facial recognition products, and the draft will be ready by June.