Ontario residents are reacting to a push to ban 'surveillance pricing'

A controversial pricing strategy that could see individuals charged different amounts for the same product is drawing lots of political attention and polarizing reactions online.

Federal NDPs introduced a motion on Wednesday to ban "surveillance pricing," a practice in which businesses use personal data to tailor prices to individual consumers. The motion, which was put forward by Vancouver Kingsway MP Don Davies, was ultimately voted down in the House of Commons.

Also known as "algorithmic personalized pricing," surveillance pricing uses data like browsing history, location, shopping habits, and demographics to estimate how much a person is willing to pay, meaning in practice, two customers could be offered different prices for the exact same item.

Today I proposed banning "surveillance pricing" — a creepy practice where corporations weaponize your personal data to rip you off. Deeply disappointed the motion was rejected. Canadians are already being crushed by sky-high costs. They deserve relief, not corporate exploitation. pic.twitter.com/cK301aKWNx

— Don Davies (@DonDavies) April 15, 2026

The concept has sparked lots of mixed emotions online, with some supporting the ban while others call the motion an example of "fear mongering."

"There should be a fixed public price and if retailers want to offer a lower price to entice buyers then they can," one person wrote on Reddit.

Corporations have modernised an old way to rip you off- airlines have been doing this for years, but now any store can do it

— Mary T.🍁 (@RTgrl_) April 14, 2026

"Big tech, grocery chains and other retailers are teaming up to charge you more. They are using your personal data — where you live, what you browse, or how often you shop — to set the highest price they think you'll pay," the federal NDP wrote on its website, warning that the practice could grow both online and in-store if left unchecked.

The motion comes during a time when affordability remains top of mind for many Ontario residents and Canadians, especially when it comes to exorbitant grocery costs.

This seemed like a no brainer. Disappointing for sure. Keep up the good work. I hope you try again.

— Marlo Van Marck (@MarloVanMarck) April 15, 2026

In Ontario, Premier Doug Ford acknowledged on Thursday that grocery prices are indeed "sky high" but rejected the idea of banning surveillance pricing, arguing that it would interfere with the free market.

"There's no better way of letting people get lower costs on no matter if it's cars or homes or groceries, than competition," Ford said.

Yes. Let's go back to the day where one model of product was always the same price, not changing every second based on colour, size, or popularity.

Amazon breaks our price marketing laws every single day and no one is doing anything about it. It's time to end this crime.

— PMacc (@PMacc94) April 16, 2026

"That is what we believe in. That's a capitalist society, a market. The other one is socialism. Socialism does not work. You go around and dictating and overseeing every single price, no. If there's collusion on pricing, I'll go after them and tear them to shreds, but nothing beats a free market."

At Queen's Park, Ontario NDP Leader Marit Stiles has tabled a non-binding motion calling for a ban on surveillance pricing, saying the province needs to act now before the practice becomes more widespread.

This should have all member, all party support.

— Melissa Munro (@MelissaMunro1) April 16, 2026

Interim Liberal leader John Fraser has also weighed in, introducing a private member's bill aimed at restricting personalized algorithm pricing.

"We're in a new world. Imagine this: You're up late one night and you're Googling the symptoms your child has," he said.

"Should the price of children's Advil be based on the fact that you search that? I don't think so. I don't think people want it."