Shocking claim against Priceline Pharmacy sparks outrage—Here’s what really happened and how it could affect you
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A recent incident at a Victorian Priceline Pharmacy has sparked a heated debate about customer treatment, racial profiling, and the responsibilities of major retailers to uphold inclusivity and respect.
The story began when Joyce Lebechi, a regular customer, took to social media to share her frustration, claiming she was repeatedly singled out for security checks every time she visited the store.
Her video quickly gained traction, prompting a wave of public scrutiny and a series of responses from both the pharmacy staff and Priceline’s corporate office.
A Confrontation Goes Viral
In her social media video, Ms Lebechi recounted her experiences, stating, ‘Every time I come in here, they always ask for the cameras to get checked. And today I’ve had it up to here.’
She confronted a staff member, asking why these security checks seemed to coincide with her visits.
The staff member responded that checks were conducted ‘every ten minutes’, though Ms Lebechi recalled being told previously that checks happened ‘every five minutes’. The inconsistency only fuelled her suspicions.
Ms Lebechi insisted that the frequency and timing of the checks felt ‘very racially motivated’.
The staff member, however, maintained that the checks were random and part of standard loss prevention procedures, saying, ‘You’re not the only one that has that conversation with us. It happens all the time, and everyone that’s shopping at that time has the same comment, but we’ve got to do it, we can’t stop.’
Staff and Store Response: Denial, Then Apology
Initially, the pharmacy took to Instagram to defend its staff, stating, ‘We treat every person equally, and any suggestion otherwise is not only hurtful, it is categorically untrue.’
The post, however, was soon deleted as the backlash grew. The store’s statement emphasised that their team represented a wide range of cultural backgrounds and that security measures were never based on race, ethnicity, or appearance.
Despite this, the situation escalated, and Priceline’s head office stepped in. In a significant backflip, a spokesperson issued a public apology: ‘The situation that occurred at the Priceline Pharmacy franchise is highly regrettable and we wholeheartedly apologise to Ms Lebechi. The security camera checks in question are not endorsed by Priceline Pharmacy, and the store has been asked to stop performing these.’
The spokesperson further acknowledged the distress caused, stating, ‘This experience does not reflect our values of inclusivity and respect, for all customers. We have reached out to Ms Lebechi to apologise on behalf of Priceline Pharmacy and explain that we are working closely with the owners of this franchise store to ensure adherence to recommended procedures.’
The Bigger Picture: Security, Profiling, and Customer Experience
This incident has opened up a broader conversation about the fine line between necessary security measures and the risk of alienating or unfairly targeting customers.
Most major retailers, including pharmacies, have loss prevention policies in place—random bag checks, camera monitoring, and other measures designed to deter theft and ensure safety.
However, when these policies are not applied transparently or consistently, they can lead to misunderstandings and, in some cases, accusations of discrimination.
For many Australians, especially those from diverse backgrounds, the fear of being unfairly targeted while shopping is a real concern.
While staff may be following protocol, the perception of bias can be just as damaging as the reality. It’s a reminder that customer service isn’t just about politeness at the counter—it’s about making every person feel welcome, respected, and safe.
What Should Retailers Do?
Incidents like this highlight the importance of clear communication and robust staff training. Retailers must ensure that all employees understand not only the letter of their security policies but also the spirit—treating every customer with dignity and being sensitive to how actions may be perceived.
Regular reviews of procedures, open channels for customer feedback, and a willingness to apologise and make changes when things go wrong are all essential.
Your Rights as a Customer
If you ever feel you’ve been unfairly targeted or treated poorly in a store, you have the right to raise your concerns—either directly with staff, through the company’s customer service channels, or even via social media, as Ms Lebechi did.
Most major retailers, including Priceline, have formal complaints processes and are required to investigate and respond to such issues.
Have you ever felt unfairly treated in a store? Do you think retailers are doing enough to ensure everyone feels welcome? Or do you think security measures are just a necessary part of modern retail? We’d love to hear your thoughts and stories in the comments below!
The story began when Joyce Lebechi, a regular customer, took to social media to share her frustration, claiming she was repeatedly singled out for security checks every time she visited the store.
Her video quickly gained traction, prompting a wave of public scrutiny and a series of responses from both the pharmacy staff and Priceline’s corporate office.
A Confrontation Goes Viral
In her social media video, Ms Lebechi recounted her experiences, stating, ‘Every time I come in here, they always ask for the cameras to get checked. And today I’ve had it up to here.’
She confronted a staff member, asking why these security checks seemed to coincide with her visits.
The staff member responded that checks were conducted ‘every ten minutes’, though Ms Lebechi recalled being told previously that checks happened ‘every five minutes’. The inconsistency only fuelled her suspicions.
Ms Lebechi insisted that the frequency and timing of the checks felt ‘very racially motivated’.
A Priceline customer in Victoria has accused pharmacy staff of racial profiling, claiming security camera checks were routinely requested whenever she visited the store. Image source: @joycelebechi / Tiktok.
The staff member, however, maintained that the checks were random and part of standard loss prevention procedures, saying, ‘You’re not the only one that has that conversation with us. It happens all the time, and everyone that’s shopping at that time has the same comment, but we’ve got to do it, we can’t stop.’
Staff and Store Response: Denial, Then Apology
Initially, the pharmacy took to Instagram to defend its staff, stating, ‘We treat every person equally, and any suggestion otherwise is not only hurtful, it is categorically untrue.’
The post, however, was soon deleted as the backlash grew. The store’s statement emphasised that their team represented a wide range of cultural backgrounds and that security measures were never based on race, ethnicity, or appearance.
Despite this, the situation escalated, and Priceline’s head office stepped in. In a significant backflip, a spokesperson issued a public apology: ‘The situation that occurred at the Priceline Pharmacy franchise is highly regrettable and we wholeheartedly apologise to Ms Lebechi. The security camera checks in question are not endorsed by Priceline Pharmacy, and the store has been asked to stop performing these.’
The spokesperson further acknowledged the distress caused, stating, ‘This experience does not reflect our values of inclusivity and respect, for all customers. We have reached out to Ms Lebechi to apologise on behalf of Priceline Pharmacy and explain that we are working closely with the owners of this franchise store to ensure adherence to recommended procedures.’
The Bigger Picture: Security, Profiling, and Customer Experience
This incident has opened up a broader conversation about the fine line between necessary security measures and the risk of alienating or unfairly targeting customers.
Most major retailers, including pharmacies, have loss prevention policies in place—random bag checks, camera monitoring, and other measures designed to deter theft and ensure safety.
However, when these policies are not applied transparently or consistently, they can lead to misunderstandings and, in some cases, accusations of discrimination.
https://www.tiktok.com/@joycelebechi/video/7520776938810690824
Source: @joycelebechi / Tiktok.
Source: @joycelebechi / Tiktok.
For many Australians, especially those from diverse backgrounds, the fear of being unfairly targeted while shopping is a real concern.
While staff may be following protocol, the perception of bias can be just as damaging as the reality. It’s a reminder that customer service isn’t just about politeness at the counter—it’s about making every person feel welcome, respected, and safe.
What Should Retailers Do?
Incidents like this highlight the importance of clear communication and robust staff training. Retailers must ensure that all employees understand not only the letter of their security policies but also the spirit—treating every customer with dignity and being sensitive to how actions may be perceived.
Regular reviews of procedures, open channels for customer feedback, and a willingness to apologise and make changes when things go wrong are all essential.
Your Rights as a Customer
If you ever feel you’ve been unfairly targeted or treated poorly in a store, you have the right to raise your concerns—either directly with staff, through the company’s customer service channels, or even via social media, as Ms Lebechi did.
Most major retailers, including Priceline, have formal complaints processes and are required to investigate and respond to such issues.
Have you ever felt unfairly treated in a store? Do you think retailers are doing enough to ensure everyone feels welcome? Or do you think security measures are just a necessary part of modern retail? We’d love to hear your thoughts and stories in the comments below!
