What began as a conversation with my father last year about his frustration with inaccessible “digital discounts” — prices d in grocery stores but available only through an app — quickly evolved into the realization that shoppers everywhere are being taken advantage of. And they’re fed up.
The more I researched, the more I discovered how many people are impacted by this relatively new corporate practice. Older adults, folks with visual impairments, individuals without access to smartphones and non-native English speakers are disproportionately affected by digital-only discounts. Even shoppers who are tech-savvy aren’t spared — poor cell service in a store or unreasonable delays between “clipping” a coupon and its application can cost anyone dearly.
The consequence is the same regardless of who’s affected: Shoppers end up paying way more than they should at checkout.
San Diegans shouldn’t have to jump through digital hoops or navigate rigged games just to afford food. I believed — and still believe — that our city must act. And so, we did.
That’s why we introduced — and the City Council unanimously ed — the nation’s first Grocery Pricing Transparency Ordinance.
This new law is as straightforward as it gets. If a grocery store s a digital discount in-store or in a weekly ad, that discount must also be available in a non-digital format. Compliance is simple and can be achieved by returning to practices we know well: a small booklet of coupons, physical coupons displayed near items on the shelf, a coupon kiosk or even a printed version of online offers a cashier can scan at the .
The response to our law has been overwhelming. From Little League games to coffee shop conversations to our inboxes, San Diegans are grateful that their City Council is fighting to make it just a bit easier to afford life in this too-expensive city.
Of course, not everyone is celebrating. Corporate grocery conglomerates and their lobbyists — who have defeated similar efforts across the country — are resorting to false claims and fear-mongering in hopes of unwinding our progress. Let me address a couple of their assertions.
Some trade group executives claim they never had a chance to share their perspective. We publicly announced our intent to bring this policy forward in early October, held a full public hearing at the committee level a month before the full council vote and met with every industry representative who requested a meeting.
They also argue that the ordinance will be overly burdensome to implement — insisting that stores will be forced to print thousands of pages of coupons, lose their ability to reward loyal customers or even stop offering discounts altogether in San Diego. These claims are acts of desperation and plainly untrue. As the author of the law, I know what it does — and does not — do. This ordinance is about transparency and fairness at the grocery store. It does not regulate websites or apps. It simply ensures that if a digital discount is d in-store, it must also be available in a printed format.
Some might ask why I didn’t work more to partner with the grocery industry directly. The answer is as simple as the law itself: I don’t work for corporate grocers — I work for San Diegans. For over two years, groups like American Association of Retired Persons and other consumer advocates have urged grocers to make this change. With profits soaring, the corporations remained indifferent. Their failure to respond to the polite yet persistent demands of consumers convinced me that the only way to create meaningful change was through decisive action by our City Council.
By ing this ordinance, we sent a clear message: In San Diego, we will not tolerate deceptive business practices that penalize those already struggling. We will stand up for our older adults, our low-income families and everyone who deserves a fair shot at the best prices.
We’re proud San Diego is leading the way in fighting corporate greed — and we’re just getting started.
Elo-Rivera represents District 9 in the San Diego City Council and lives in Kensington.
