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Grocery Pricing Transparency Ordinance

The City of San Diego Grocery Pricing Transparency Ordinance ensures that grocery shoppers have equal access to publicly available discounts, regardless of whether a shopper uses a smartphone, mobile application, internet access, or other digital tools.  If a grocery store offers a discount through digital or electronic means, the ordinance requires that the discount also be accessible in-store.

The ordinance applies to grocery stores operating within the City of San Diego and is intended to promote transparency, fairness, and accessibility in grocery pricing.

Grocery Store Requirements

Grocery stores operating within the City of San Diego must comply with the following requirements:

Equal Access to Discounts

If a grocery store offers a digital discount, the store must provide an in-store option that allows customers to receive the same discount value without using digital tools.

Pricing Transparency

Discounted prices must be clearly displayed where the item is offered for sale or on the item itself. Customers must be able to identify the discounted price before checkout.

Post Required Customer Notice

Grocery stores must post a sign or notice in a location visible to consumers that states:

“Fair Pricing for All: Your Right to Equal Discounts – Under San Diego law, all digital discounts must also be available as physical coupons. Violations of this law are subject to San Diego Municipal Code section 311.0104”

Exceptions

The ordinance does not apply to grocery stores that operate exclusively online and do not have a physical presence in the City.

What is a “Digital Discount”

A digital discount includes any coupon, rebate, or price reduction offered exclusively through:

  • Mobile or smartphone applications
  • Websites or online accounts
  • QR codes
  • Email or text-based promotions

Enforcement Overview

The Office of Labor Standards and Enforcement (OLSE) serves as the initial enforcement office for the ordinance.

Before submitting a complaint, customers should confirm that the grocery store is located within the geographic boundaries of the City of San Diego. The ordinance only applies to stores located within City limits.

To assist in determining if a grocery store is within the geographic boundaries of the City of San Diego, citizens can enter the specific address in the interactive geographic boundaries map.

Overview of Investigation Process

Once a complaint is received, OLSE:

  • Accepts and reviews all complaints of alleged ordinance violations
  • Conducts investigations and compliance reviews
  • If violations are identified, issues Notices of Violation and provide grocers an opportunity to correct violations

If a violation is not corrected, the matter may be referred to the Office of the City Attorney, which has sole authority to pursue legal enforcement.  Violations may be pursued by the City as acts of unfair competition under California Business and Professions Code section 17200. No private right of action is intended or created under this ordinance.

How to File a Complaint

OLSE accepts complaints related to the Ordinance through multiple methods to ensure accessibility.

Online:  Submit a complaint

Phone: 619-235-5912

Email: OLSE@sandiego.gov

Mail: 1200 Third Ave, Suite 900 MS CCP9-CD, San Diego, CA 92101

When submitting a complaint, please include:

  • Grocery store name and address
  • Date and approximate time of the incident
  • Description of the discount and issue encountered
  • Receipts or photos, if available