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The First City Banned Digital-Only Coupons in the U.S.

Photo: ©Susanne Neal | Dreamstime.com

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By Middle Land Staff

March 26, 2025
2:57 pm
Los Angeles, CA

San Diego has become the first city in the nation to ban digital-only coupons, following the City Council’s approval of a groundbreaking ordinance on Monday. The Grocery Pricing Transparency Ordinance ensures that all San Diegans have equal access to grocery store coupons by requiring stores that offer digital deals to also provide paper coupons in-store, making discounts accessible to customers without smartphones or internet access. Introduced by Councilmembers Sean Elo-Rivera and Marni Von Wilpert, the ordinance aims to level the playing field for shoppers. Elo-Rivera explained, “San Diegans are doing everything they can to stretch their dollars, but corporate grocery chains are turning basic shopping into a rigged game.” Von Wilpert emphasized its significance for seniors, many of whom live on fixed incomes, ensuring they can access the same

Introduced by Councilmembers Sean Elo-Rivera and Marni Von Wilpert, the ordinance aims to level the playing field for shoppers. Elo-Rivera explained, “San Diegans are doing everything they can to stretch their dollars, but corporate grocery chains are turning basic shopping into a rigged game.” Von Wilpert emphasized its significance for seniors, many of whom live on fixed incomes, ensuring they can access the same savings opportunities as others.

The American Association of Retired Persons (AARP) California voiced strong support, highlighting the challenges older adults and those without digital access face. “This ordinance can help ensure savings through paper coupons or shelf-tag discounts,” AARP stated.

However, some grocery industry groups, such as the California Grocers Association, have expressed concerns. Tim James from the association warned that providing paper versions of every digital coupon could be impractical, potentially reducing discounts for those not using loyalty programs or digital coupons.

Supporters argue the ordinance is crucial for providing financial relief to all San Diegans, especially those in vulnerable communities. The council unanimously passed the ordinance on Monday, with a second reading and final vote scheduled for next month. If approved, stores will have 90 days to comply.

The ordinance mandates that stores offering digital coupons also provide corresponding paper coupons or pricing of equal value. If stores continue offering digital discounts, they must post a sign at checkout to inform customers that these offers will be honored, even if the customer hasn’t signed up for digital access.

Elo-Rivera pointed out that digital-only discounts disproportionately affect seniors, low-income households, and non-native English speakers, exacerbating financial struggles. He also shared an example where not using the app led to a $20 difference on a grocery trip, emphasizing the importance of eliminating barriers to savings.

Though similar proposals have been introduced in other states, San Diego would be the first city to pass such a law. Despite strong backing from groups like AARP, critics warn the ordinance could unintentionally reduce access to discounts. The ordinance, first proposed in October 2024, will have a final reading and vote next month. If passed, stores will have 90 days to comply.