Toronto mayor pushes to ban surveillance pricing on groceries by early 2027
Mayor Olivia Chow directed city staff to explore ways to ban or regulate surveillance pricing, a practice where retailers adjust prices based on consumers' personal data.
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Toronto Mayor Olivia Chow has introduced a motion directing city staff to explore options to ban or regulate surveillance pricing, with recommendations expected in early 2027.
Surveillance pricing uses consumers' personal data—including search history, device type, gender, location, purchase history, and socioeconomic status—to set individualized prices for products. Chow called the practice "predatory" and a form of price gouging, arguing it takes advantage of Torontonians already struggling with rising costs of essentials like groceries.
"No one should have a different price based on who you are. That's just not fair," Chow said. "The City should address these emerging predatory practices to protect Torontonians and make life more affordable."
The city has limited legal tools. Toronto's special powers under the City of Toronto Act allow it to introduce consumer protection bylaws, potentially requiring plain-language disclosure of algorithmic pricing. However, market regulation is generally considered a federal and provincial matter. Legal experts cautioned that a full ban could conflict with federal and provincial law, which the Ontario government could override.
Manioba and New York City have already introduced legislation restricting surveillance pricing. An Ontario NDP motion to ban the practice was voted down in April, after Premier Doug Ford stated he believes in free-market competition to keep prices low. The motion will move to city council debate next week.
The facts
What is surveillance pricing?
Surveillance pricing is a practice where retailers use consumers' personal data—including search history, device type, gender, location, purchase history, and socioeconomic status—to set individualized prices for products.
When will Toronto have recommendations on banning surveillance pricing?
Toronto Mayor Olivia Chow directed city staff to explore options to ban or regulate surveillance pricing, with recommendations expected in early 2027.
What legal tools does Toronto have to address surveillance pricing?
Toronto's special powers under the City of Toronto Act allow it to introduce consumer protection bylaws, potentially requiring plain-language disclosure of algorithmic pricing, though legal experts cautioned that a full ban could conflict with federal and provincial law.
Has any other jurisdiction restricted surveillance pricing?
Manitoba and New York City have already introduced legislation restricting surveillance pricing.
