In San Francisco, a cop can’t use facial recognition technology on a person arrested. But a landlord can use it on a tenant, and a school district can use it on students.

This is where we find ourselves, smack in the middle of an era when cameras on the corner can automatically recognize passersby, whether they like it or not. The question of who should be able to use this technology, and who shouldn’t, remains largely unanswered in the US. So far, American backlash against facial recognition has been directed mainly at law enforcement. San Francisco and Oakland, as well as Somerville, Massachusetts, have all banned police from using the technology in the past year because the algorithms aren’t accurate for people of color and women. Presidential candidate Bernie Sanders has even called for a moratorium on police use.

Private companies and property owners have had no such restrictions, and facial recognition is increasingly cropping up in apartment buildings, hotels, and more. Privacy advocates worry that constant surveillance will lead to discrimination and have a chilling effect on free speech—and the American public isn’t very comfortable with it either. According to a recent survey by Pew Research, people in the US actually feel better about cops using facial recognition than they do about private businesses.

Anyone waiting for a quick federal ban to take shape, either for law enforcement or private industry, is likely to be disappointed, says AI policy expert Mutale Nkonde, a fellow at Harvard’s Berkman Klein Center. “From a federal perspective, anything that seems to undermine business or innovation is not going to be favored,” she says. In theory, bans in cities that have so far been aimed at cops could widen to include private interests. States could then take them up, which might finally spur action in Washington. But it’s going to take a while, if it happens at all.

In the meantime, there is growing momentum toward curtailing private surveillance, using an array of tactics. From going toe to toe with big corporate interests to leaning on legal theory about what constitutes civil rights in America, here are three main approaches currently in play that could one day drastically change how facial recognition is used in our lives.

Tackling companies

The first tactic is “old-school corporate pressure,” says Evan Greer, deputy director of digital rights group Fight for the Future. The organization has created a website listing the airlines that use facial recognition, to encourage consumers to choose other options. More recently, Fight for the Future launched a campaign pressuring concert venues and festivals not to use the technology, partly inspired by Ticketmaster’s statement that it might replace tickets with facial ID. Musicians including singer-songwriter Amanda Palmer, rapper Atmosphere, and Tom Morello of Rage Against the Machine have all supported the effort.

Big-name music festivals like Governors Ball, Austin City Limits, Bonnaroo, and Pitchfork have now promised not to use facial surveillance. “There’s value in getting commitments,” Greer says. “We don’t need to wait until an industry is already widely using technology and weaving it in their business model.”