Bill 104: Fair Grocery Prices Act, 2026

This bill primarily affects grocery retailers, e-commerce platforms, and other consumer-facing businesses operating in Ontario that use or plan to use dynamic pricing technology tied to individual customer data. A typical impacted business would be a grocery chain using electronic shelf labels that can adjust prices in real time, or an online retailer whose pricing engine personalizes offers based on a shopper's browsing history, location, or purchase patterns. Businesses of all sizes are affected — from large supermarket chains investing in digital pricing infrastructure to smaller online shops using algorithmic pricing tools — though larger retailers with sophisticated data-driven pricing systems face the greatest operational impact. Day-to-day activities affected include how prices are set and displayed both in-store and online, how customer data is used in pricing decisions, and how pricing software and electronic shelf labelling systems are configured.