Seattle Mayor Katie Wilson signed a law Monday, Oct. 5, barring large grocery retailers and delivery services from using personal information to set different prices for individual shoppers. The Fair and Transparent Pricing ordinance takes effect Sept. 1, 2027. The measure applies to grocery businesses with at least 20 locations worldwide, including online delivery services. It prohibits using information such as a shopper’s browsing history, location, employment status, race, gender, social media activity or chatbot conversations to determine grocery prices. The ordinance, passed by the Seattle City Council last month, also requires prices to be clearly posted and available to all shoppers. Smaller chains, convenience stores and farmers markets are exempt. Wilson and Councilmember Alexis Mercedes Rinck, who developed the measure, have said it is intended to make prices reflect products rather than an algorithm’s assessment of what a particular customer might pay. Supporters say conventional coupons and clearly disclosed discounts—including offers for seniors, veterans and loyalty-program members—can continue under the law. But grocery industry representatives have raised concerns that the boundaries between prohibited individualized pricing and personalized savings programs remain unclear, potentially putting some discounts at risk. The Northwest Grocery Retail Association has said it supports prohibiting companies from using personal information to charge shoppers more, while arguing Seattle could have adopted that restriction without endangering discounts. Safeway, meanwhile, has said it does not use customer data to raise prices and uses it for voluntary digital coupons, member prices and product offers. A 2025 Consumer Reports investigation found that algorithmic pricing at major retailers could produce price differences of as much as 23% for the same groceries. Seattle’s ordinance establishes a local limit on using personal data to set grocery prices, as residents continue to contend with food costs and retailers debate how the rule will affect their discount programs.