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Amazon’s Ring Ends Flock Partnership After Super Bowl Ad Backlash

Amazon-owned Ring has canceled a planned integration with Flock Safety, a company that provides automated license plate readers and surveillance tools mainly to law enforcement. Announced on February 12, 2026, the decision follows public scrutiny over privacy concerns, including backlash to Ring’s Super Bowl ad for its “Search Party” AI feature that helps locate lost pets using networked cameras. Here are 10 important points about the development and its context.

The Partnership Was Announced in October 2025

Ring and Flock revealed plans to integrate with Ring’s “Community Requests” feature, allowing users to optionally share doorbell camera footage with law enforcement agencies using Flock’s software for investigations.

The Integration Never Launched

So, Ring’s official blog says that the partnership never actually kicked off. That means they never shared any customer videos with Flock Safety after all.

Ring Cited Resource and Time Constraints

In its statement, Ring explained that a full review showed the integration would demand significantly more time and resources than expected, leading both companies to mutually agree to cancel it.

Flock Described It as a Mutual Decision

Flock Safety mentioned that canceling the partnership helps each company focus more on their customers and communities, and they made it clear that no data was shared during the process.

Backlash Followed Ring’s Super Bowl Ad

The announcement came amid criticism of Ring’s “Search Party” feature, promoted in a Super Bowl commercial showing AI scanning neighborhood cameras to find a lost dog. Many viewed the ad positively, but privacy advocates raised alarms.

EFF Called It a “Surveillance Nightmare”

The Electronic Frontier Foundation criticized the feature as expanding biometric identification risks, turning consumer devices into tools for widespread tracking of people, pets, or anything else in public spaces.

Privacy Advocates Urged Ring to Drop Ties

Groups concerned about civil liberties pushed Ring to end connections with Flock, citing Flock’s use by police and reported access by agencies like ICE and CBP in immigration efforts (though Flock denies sharing data with DHS sub-agencies).

Broader Pressure on Tech Companies

The move aligns with growing calls from employees and activists for companies like Salesforce and Google to reconsider contracts with federal agencies such as ICE and Customs and Border Protection.

Ring Has Faced Ongoing Privacy Criticism

Since Amazon acquired Ring in 2018, the company has faced controversy over police partnerships, data sharing, and its role in neighborhood surveillance, though it has sought to emphasize user controls and family-friendly uses.

Ring Emphasized Built-In Privacy Protections

A Ring spokesperson noted that “Search Party” includes strong safeguards, with users deciding, case by case, whether to share footage for pet reunions, and no automatic sharing occurs.

https://www.msn.com/en-us/money/technologyinvesting/amazon-s-ring-cancels-flock-partnership-amid-super-bowl-ad-backlash/ar-AA1WfaUK

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