Talking strictly from a business point of view NOT from an ethical or moral one. Policies and procedures clearly stating what is expected from employees, as stupid as they may be are expected to be followed.
Chicago’s Ravenswood Hospital had a policy prohibiting employees from leaving the hospital to assist potential patients. A teen died 300 feet away from the building with nurses standing outside smoking unable to assist due to policy. Politicians demanded changes. As long as the policy is on the books, employees must follow the rules.
Therefore, YES any company can make any policy that is legal and employees must follow or face the consequences. At the same time, the customer has the right to know what that policy is and decide whether to continue doing business with them or not.