Amazon’s Ring unit aired a puppy-rescue themed Super Bowl spot showcasing its smart home cameras’ object recognition capabilities, but many consumers reacted negatively, calling the technology intrusive and sparking questions about how Ring processes and stores video data.

Following extensive customer criticism, Amazon announced it will not proceed with its planned integration with Flock Safety, noting the project would demand more resources than anticipated and confirming no Ring footage was ever transferred to Flock systems.

Senator Ed Markey publicly decried Ring’s facial recognition features as a civil liberties threat, reiterating past warnings about Amazon’s “Familiar Faces” technology and urging the company to halt surveillance capabilities that could be misused.