City moves to explore banning 'surveillance pricing' on groceries

Executive Committee · 2026-07-21 · 2026.EX33.33

City moves to explore banning 'surveillance pricing' on groceries

A new item from Mayor Chow and Councillor Bravo directs city staff to explore every legal mechanism within Toronto's power to ban surveillance pricing, algorithmic personalized pricing that uses your personal data to set how much you pay for groceries. The committee adopted the item as amended by Councillor Bravo, who added a range of options from greater transparency on electronic shelf labelling up to a full prohibition of the practice.

amendedExecutive Committee · Tue, Jul 21On the Toronto City Council agenda for 2026-07-29provincial decision

Who did what

Councillor Alejandra Bravo (Ward 9) movedMoved an amendment expanding the options staff should explore, from transparency on electronic shelf labelling up to full prohibition of algorithmic personalized pricing
Mayor Olivia Chow movedCo-mover of the original item directing staff to explore banning surveillance pricing on groceries

From the floor

“at maximum would be the full prohibition of this practice, through the restriction of predatory business practices through consumer protection measures and greater transparency in relation to electronic shelf labeling systems”Councillor Alejandra Bravo (Ward 9)

“All those in favor of councelor Bravo's motion of amendment. Post carry and item as amended. All those in favor post carry.”Speaker not identified

“I just want to point out this is our last executive committee of this term.”Speaker not identified

Also in this item

• Motion cites the City of Toronto Act's consumer-protection authority as a basis for municipal action, and references Manitoba's legislation and the federal AI strategy as precedents, a city-level attempt to regulate algorithmic pricing rather than wait for other governments.

The journey

Tue, Jul 21 · Executive Committee · amended

Wed, Jul 29 · Toronto City Council · scheduled, not yet heard

You can still act

On the Toronto City Council agenda for 2026-07-29

The item proceeds to City Council; residents can contact their councillor before the council vote or watch for the staff report on what legal mechanisms the city can use.

Decision

Bravo's amendment carried and the item was adopted as amended, directing staff to explore legal levers (from transparency requirements on electronic shelf labelling up to full prohibition) under the City of Toronto Act's consumer-protection authority.

Watch it happen

Jump to this item in the meeting video

Why is this story here?

ContainedThis is a directive to staff to explore legal mechanisms, not an enacted ban, a genuine decision but bounded and reversible. Even at its maximum ambition (full prohibition) it remains a study stage; a future council could redirect it. Fails the 'closes doors' test.Touches a narrow groupGrocery pricing is a broadly-felt subject, but this is a study directing staff to explore options, nothing changes any shopper's bill this week. Under the strict present-week test the subject's importance does not lift the effect above indirect until a mechanism is actually enacted.

Stories are ordered by how much weight a decision carries and how directly it reaches daily life. They rise as a decision date approaches and fall as they age.

Official title: Making Grocery Prices Fair: Banning Surveillance Pricing in Toronto · meeting video