This week could mark a significant setback for Amazon’s facial recognition business if privacy and civil liberties advocates — and some shareholders — get their way.

Months earlier, shareholders tabled a resolution to limit the sale to law enforcement and government agencies Amazon’s facial recognition tech, called Rekognition. It followed accusations of bias and inaccuracies with the technology, which they say can be used to racially discriminate against minorities. Rekognition, which runs image and video analysis of faces, has been sold to two states so far, and Amazon has pitched Immigration and Customs Enforcement. A second resolution will require an independent human and civil rights review of the technology.

Now the ACLU is backing the measures and calling on shareholders to pass the resolutions.

“Amazon has stayed the course,” said Shankar Narayan, director of the Technology and Liberty Project at the ACLU Washington, in a call Friday. “Amazon has heard repeatedly about the dangers to our democracy and vulnerable communities about this technology but they have refused to acknowledge those dangers, let alone address them,” he said.

“Amazon has been so non-responsive to these concerns,” said Narayan, “even Amazon’s own shareholders have been forced to resort to putting these proposals addressing those concerns on the ballot.”

It’s the latest move in a concerted effort by dozens of shareholders and investment firms, tech experts and academics, and privacy and rights groups and organizations who have decried the use of the technology.

In a letter to be presented at Amazon’s annual shareholder meeting Wednesday, the ACLU will accuse Amazon of “failing to act responsibly” by refusing to stop the sale of the technology to the government.

“This technology fundamentally alters the balance of power between government and individuals, arming governments with unprecedented power to track, control, and harm people,” said the letter, shared with TechCrunch. “It would enable police to instantaneously and automatically determine the identities and locations of people going about their daily lives, allowing government agencies to routinely track their own residents. Associated software may even display dangerous and likely inaccurate information to police about a person’s emotions or state of mind.”

“As shown by a long history of other surveillance technologies, face surveillance is certain to be disproportionately aimed at immigrants, religious minorities, people of color, activists, and other vulnerable communities,” the letter added.

“Without shareholder action, Amazon may soon become known more for its role in facilitating pervasive government surveillance than for its consumer retail operations,” it read.

Facial recognition has become one of the most hot-button topics in privacy in years. Amazon Rekognition, its cloud-based facial recognition system, remains in its infancy, yet one of the most prominent and available systems available. But critics say the technology is flawed. Exactly a year prior to this week’s shareholder meeting, the ALCU first raised “profound” concerns with Rekognition and its installation at airports, public places and by police. Since then, the technology was shown to struggle to detect people of color. In its tests, the system struggled to match 28 congresspeople who were falsely matched in a mugshot database who had been previously arrested.

But there has been pushback — even from government. Several municipalities have rolled out surveillance-curtailing laws and ordinances in the past year. San Francisco last week became the first major U.S. city government to ban the use of facial recognition.

“Amazon leadership has failed to recognize these issues,” said the ACLU’s letter to be presented Wednesday. “This failure will lead to real-life harm.”

The ACLU said shareholders “have the power to protect Amazon from its own failed judgment.”

Amazon has pushed back against the claims by arguing that the technology is accurate — largely by criticizing how the ACLU conducted its tests using Rekognition.

Amazon spokesperson Lauren Lynch said Tuesday that the company operates “in line with our code of conduct which governs how we run our business and the use of our products.”

Updated with comment from Amazon.

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