If you think it is embarrassing shopping at an adult store, imagine getting caught shoplifting there and having your photo plastered on a name and shame wall and all over the internet.

Theft has been an ongoing problem for Jeff Oliver, the owner of the Flirt chain of adult stores, so he decided to do something about it.

Keen to work with police Mr Oliver has placed several CCTV cameras in his Orange Arcade store and has successfully captured images of people allegedly stealing a range of items.

Once he has looked at the footage and determined he has caught someone in the act, he hands the footage over to police to investigate.

In the past police have even posted his photos on their own Facebook pages.

Mr Oliver hopes that by shaming the suspected thieves on the stores’ Facebook page and on a makeshift wall of shame he has created in store, it will do something to curb the crime.

“It’s not necessarily to recover the products it’s more as a deterrent,” he said.

“We’re letting them know that they will become famous [if they steal].

“Facebook is a good tool for getting the word out ... they know they’ll be slammed.”

In the past Mr Oliver has also offered a reward, a $500 in-store credit, to anyone who helps identify an alleged thief.

Despite also owning stores in Bathurst and Port Macquarie, Mr Oliver said he had not felt the need to install these extreme security systems in other stores.

“Our Orange store has a high rate of theft, with people putting things in their pockets or concealing things and then walking out with them,” he said.

“They’re not limited to small items, we have a lot of novelty adult products and toys and they’re not limited in size.”

Mr Oliver said after viewing the footage of alleged thefts it was becoming evident the thieves did not fit a certain demographic.

“They’re across all ages and all nationalities,” he said.

He estimates as many women as men steal from him, but does not think the thefts are a result of people being too embarrassed to purchase the goods.

“I think they’re just opportunistic, it’s not like we’re selling essential items like bread or milk,” he said.

Mr Oliver said he installed the cameras to protect the store, his staff and the products he sells.

“It’s sending a clear message that we won’t tolerate it.”

Canoblas Local Area Command Inspector Bruce Grassick has cautioned store owners against taking matters into their own hands when attempting to catch shoplifters.

Inspector Grassick said he was aware various retail store owners in Orange had installed CCTV cameras to catch thieves in the act, however, he urged the business owners to talk to police before posting photos on Facebook and name and shame walls.

Inspector Grassick said while in the past police had used official police websites and Facebook pages to post stills from CCTV footage provided by shopkeepers, this was not a common occurrence.

“Under certain circumstances we’ll put images up to identify people who may be able to assist us in our investigations,” he said.

Inspector Grassick said police carefully examined any CCTV footage that was provided to them and would not post images that may be too graphic or prejudicial to future court appearances.

“We’d like people to come through us in relation to releasing any information to the public to make sure they don’t prejudice an ongoing investigation or court matters,” he said.

Naming and shaming could also end in a legal battle between the store owner and the alleged offender, Inspector Grassick said.

“You could actually end up defaming someone who hasn’t committed a crime and that could result in civil litigation. You have to be very, very careful,” he said.