Advances in technology have transformed and expanded the ways in which policing is run. One new manifestation is the mass acquisition and processing of private facial images via automatic facial recognition by the police: what we conceptualise as AFR-based policing. However, there is still a lack of clarity on the manner and extent to which this largely-unregulated technology is used by law enforcement agencies and on its impact on fundamental rights. Social understanding and involvement are still insufficient in the context (...) of AFR technologies, which in turn affects social trust in and legitimacy and effectiveness of intelligent governance. This article delineates the function creep of this new concept, identifying the individual and collective harms it engenders. A technological, contextual perspective of the function creep of AFR in policing will evidence the comprehensive creep of training datasets and learning algorithms, which have by-passed an ignorant public. We thus argue individual harms to dignity, privacy and autonomy, combine to constitute a form of cultural harm, impacting directly on individuals and society as a whole. While recognising the limitations of what the law can achieve, we conclude by considering options for redress and the creation of an enhanced regulatory and oversight framework model, or Code of Conduct, as a means of encouraging cultural change from prevailing police indifference to enforcing respect for the human rights violations potentially engaged. The imperative will be to strengthen the top-level design and technical support of AFR policing, imbuing it with the values implicit in the rule of law, democratisation and scientisation-to enhance public confidence and trust in AFR social governance, and to promote civilised social governance in AFR policing. (shrink)