Seattle council passes ‘groundbreaking’ policy that bars retailers from using personal data to set grocery prices

The Seattle City Council passed a policy Tuesday that prohibits retailers from using personal data to set grocery prices.

The “groundbreaking” Fair Pricing policy is the first of its kind in the country, prioritizing fairly priced groceries and essential goods.

It will block large online and brick-and-mortar grocery retailers from using sensitive personal information, including employment status, race, gender, social media posts, browsing history, chatbot conversations, or other data, to create varied prices for different customers. Additionally, all prices must be clearly visible and publicly available.

“Food is an essential good that’s getting more expensive all the time,” Seattle Mayor Katie Wilson said in a statement. “People have been clear: they don’t want their data fed into algorithms that decide how much they pay at the grocery store. Everyone deserves transparent pricing and equal treatment, not hidden systems that charge some shoppers more than others.”

Ban on using personal data to set grocery prices passes 7-2

The ban passed 7-2, with Seattle City Councilmembers Maritza Rivera and Bob Kettle voting no.

Kettle said that while he is concerned about affordability, he’s also worried about regulation.

“My concern relates to the regulation piece here with this,” Kettle said at the council meeting. “And my concern — because at the end of the day, as I said earlier, ‘Yes, I could afford that,’ but for that person, where that makes a difference, who’s disadvantaged or vulnerable, I think … that is where I am, and that drives my concerns with this legislation.”

The mayor’s office noted traditional coupons and transparent discounts for groups such as seniors or veterans will remain protected.

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