Some of the UK's biggest retailers including Tesco and Sainsbury's have been accused of filming shoppers without their knowledge of permission, potentially breaching data protection laws. The Information Commissioners Office (ICO) is examining the claims made by The Daily Mail regarding retail behavioural analysis firm SBXL. Its investigation found that major retailers including Tesco, Boots, Co-op and Sainsbury's, alongside brands like Coca-Cola, Kellogg's and L'Oreal had hired the firm to film customers while shopping in order to examine their behaviour and "manipulate" them to spend more.