Microsoft said Thursday it was adopting a set of ethical principles for the use of its facial recognition technology, and urged the government to follow its lead with regulations barring unlawful discrimination and focusing on transparency.

In a blog post, Microsoft president Brad Smith pushed for the government, as well as tech companies, to regulate facial-recognition technology and ensure it “creates broad societal benefits while curbing the risk of abuse.”

“The facial recognition genie, so to speak, is just emerging from the bottle,” Smith said in the post. “Unless we act, we risk waking up five years from now to find that facial recognition services have spread in ways that exacerbate societal issues.”