Ring Doorbell terminates controversial new feature following 'creepy' Super Bowl commercial

Ring Doorbell has announced the cancellation of an upcoming feature amid backlash over its recent Super Bowl advert.

On 8 February, Ring broadcast a commercial displaying their new 'Search Party' feature, which would allow users to receive notifications alerting them to a lost dog in the area using the power of AI.

However, the advert caused concern for some viewers, who branded it 'creepy', and on the heels of this, the company announced it is terminating its partnership with Flock Safety, a police surveillance tech company.

In 2025, both companies announced a feature called 'Community Request', which would allow local police officers to send requests to Ring customers via Flock's technology. It had not yet been launched and is unrelated to the 'Search Party' feature.

However, Ring said in a blog post that they, along with Flock, had decided to cancel the feature as it needed 'significantly more time and resources than anticipated' after a 'comprehensive review'.

The proposed feature was intended to find lost pets (Ring)

They continued to say that because the feature was never launched, 'no Ring customer videos were ever sent to Flock Safety', something which Flock reiterated on their website.

"At Ring, our mission has always been to make neighborhoods safer. That mission comes with significant responsibility—to our customers, to the communities we serve, and to the trust you place in our products and features," Ring's post said.

"Community Requests remain a core feature of Ring's mission. The feature empowers Ring camera owners to choose to share specific videos with local police in response to requests for help with active investigations – or ignore the request altogether.

"Participation is always voluntary. You have complete control over whether to respond to a Community Request and what you share. Every Community Request is publicly posted and searchable for complete transparency and auditability."

Meanwhile, Flock added on their website that they 'believe this decision allows both companies to best serve their respective customers and communities', adding: "Flock remains dedicated to supporting law enforcement agencies with tools that are fully configurable to local laws and policies, and we continue to engage directly with public officials and community leaders."

NBC reports that, unlike other police tech companies, Flock uses videos to create a centralised base and allows participating police officers to track a vehicle's movements without warrants.

Ring said that because the feature was never launched, no videos had been sent to Flock (Chip Somodevilla/Getty Images)

This led to concerns that police could share information from Flock with federal agencies, such as the US Immigration and Customs Enforcement (ICE). However, in a statement addressing this, Flock's CEO and co-founder, Garrett Langley, said local law enforcement 'will determine that they need to cooperate with federal law enforcement on specific cases'.

They added: "Many agencies collaborate with the Department of Homeland Security on serious criminal investigations that have nothing to do with civil immigration enforcement.

"In some states and jurisdictions, local law enforcement work with federal authorities to enforce immigration offenses. In other states and jurisdictions, that is illegal per state law or considered socially unacceptable. The point is: it is a local decision. Not my decision, and not Flock’s decision."

In relation to the backlash surrounding the 'Search Party' feature, a Ring spokesperson, Emma Daniels, told CNBC that it was built 'with strong privacy protections from the start', adding it was up to users whether they wanted to share the footage of the missing pet with the owner who activated the feature.