FOR IMMEDIATE RELEASE
July 2, 2026
Green Party announces new legislation to ban the use of predatory pricing in grocery stores and other retail
Charlottetown, PE – Today Green Leader Matt MacFarlane announced new legislation that will make it illegal for retailers, both in-store and online, to use personal data or algorithmic systems to charge different prices to different customers for the same product.
“Grocery prices are already high enough. But now, some companies may be using personal data to charge different prices for the exact same item. That’s wrong and it’s costing Islanders more at the checkout,” said MacFarlane. “We’re bringing forward legislation to ban this type of predatory pricing. It’s about protecting Islander’s data and saving people money on groceries and other essential items.”
The legislation, which will be introduced in the upcoming fall sitting, addresses growing concerns that companies are moving forward with using artificial intelligence and personal data to charge different people different prices for the same essential goods. This means two neighbours could pay different prices for the exact same cart of groceries, not because of supply and demand, but because of data and algorithms. This raises serious concerns about fairness, transparency, and affordability for Islanders.
This practice is already happening in online marketplaces, and it’s evolving quickly. With artificial intelligence advancing at such a rapid pace, it’s becoming easier for companies to use personal data, habits, location, and spending to quietly adjust the prices you see. Most people would never even know it’s happening.
“PEI has a choice: wait until this becomes widespread and harder to control, or act now to make sure people are protected,” said MacFarlane. “This bill is about fairness – if two people buy the same item, they should pay the same price. Plain and simple. The Green Party of PEI believes Islanders deserve fair prices, transparency, and protection from practices like this.”
MacFarlane will be conducting consultations on the proposed legislation over the summer.
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For media inquiries, please contact:
Katie Rankin
Chief of Staff
Office of the Third Party
Tel: (902) 213-6378
Email: kerankin@assembly.pe.ca