San Diego Council Votes to Require Paper Access to Digital Grocery Deals; 90‑Day Implementation Window Added

San Diego City Council adopted a grocery pricing transparency ordinance on March 24, 2025, requiring retail grocery stores that offer digital‑only discounts to also make identical paper or clearly readable shelf‑displayed prices available to shoppers and to post conspicuous signage informing consumers of their rights to access discounts.

Jeffrey Nguyen, presenting for Councilmember Ila Rivera, framed the ordinance around the digital divide and rising food costs, citing that roughly 53,000 San Diego households lack consistent internet access and that many seniors and low‑income residents lack the digital literacy or devices needed to access app‑only coupons. Nguyen summarized two core requirements: (1) equivalent physical coupons or clearly readable shelf pricing for digital discounts and (2) a visible sign about consumers’ right to access deals. He noted the ordinance ties enforcement to San Diego Municipal Code §3.11.0104 and potential remedies under the California Business and Professions Code, and it exempts retailers that operate exclusively online.

Supporters included Serving Seniors (Paul Downey) and AARP volunteers, who told council the policy will help seniors and people on fixed incomes access savings they otherwise miss. "Requiring stores to provide paper coupons will be easier for everyone and ensure those who need the savings the most can get it," said Paul Downey.

Industry groups, notably the California Grocers Association (Tim James), urged delay and more stakeholder outreach, warning that the ordinance’s current language could be difficult to implement and could unintentionally eliminate discounts for some shoppers if grocers respond by removing digital promotions. The San Diego Regional Chamber of Commerce requested additional outreach and cautioned about unintended effects on loyalty programs.

Councilmember Ila Rivera said the goal is fairness and digital equity for seniors and others excluded from digital deals. Councilmember Von Wolpert moved an amendment to allow a 90‑day implementation window after the ordinance’s second reading to give grocers time to comply; city attorney staff indicated no legal issues with that amendment. The council approved the motion as amended; the roll call showed the ordinance passed unanimously, 8–0 (Councilmember Campbell absent). Councilmembers noted a second reading and the opportunity to refine language before final effective dates.

The ordinance requires administrative follow‑through and outreach to retailers to ensure compliance without eliminating discounts; proponents urged continued stakeholder engagement during the implementation window.

Next steps: the ordinance returns for a second reading (date not specified in the hearing), after which the 90‑day implementation period will begin.