A new law took effect Wednesday limiting the use of digital-only coupons by grocery stores — the first of its kind in the country.
The measure, which passed in March and was revised in July to address grocery store concerns, is aimed at bridging the digital divide.
People who lack smartphone access or reliable internet service — primarily seniors and low-income residents — are at a disadvantage when it comes to using digital coupons.
According to a study cited by the Policy and Innovation Center, 86% of low-income seniors own a smartphone, compared to 98% of San Diego residents overall. Three in 10 seniors in the city are considered low-income, making it difficult for them to afford basic necessities such as food.
Grocery stores have taken different approaches to comply with the new ordinance.
Vons, for example, has decided to sharply curtail them, telling customers in an email this week it will be “severely limiting the number of discounts and coupons” in its 29 stores within city limits.
“Since many of our deals are sponsored and supported by manufacturers, cooperation with our vendors is necessary,” the email said in part.
The statement added that some vendors had not provided “alternative formats for their digital offers, resulting in a reduced number of promotions and digital deals available in the impacted San Diego stores.”
On the other hand, two Kroger brands — Ralphs and Food 4 Less — have printed paper versions of digital coupons for customers to use in stores.
“To make it simpler for our customers to take advantage of digital coupons in our stores, we are providing an easy-to-use flyer they can scan at checkout.,” Ralphs/Food 4 Less told the Union-Tribune. “Customers can simply grab a flyer in our stores or ask for help from one of our friendly clerks.”
In an emailed statement, Stater Bros. Markets said:“Our San Diego store will comply with the city’s new ordinance, and an in-store alternative to digital coupons will be available for customers.”
City Councilmember Sean Elo-Rivera, who championed the ordinance, criticized stores that are not offering in-store alternatives.
“We recognize that some stores have chosen to remove digital discounts instead of offering in-store options. That decision is not required and is, instead, a choice that undermines the intent to expand, not eliminate, access to savings,” Elo-Rivera and fellow council member Marni von Wilpert said in a joint statement.
“We do hope and expect all grocers, including those who have yet to do so, will follow the lead of others who are successfully offering in-store discounts to meet the ordinance’s goal: fair access to savings for all.”
Former Coronado Mayor Richard Bailey, now a social media commentator, also weighed in. In a video to his followers, he said: “Most discounts come from national manufacturers and vendors, and they only issue some digital coupons for a brief moment. That means grocery stores have no practical way to provide physical versions for many discount codes.”
Bailey noted that government programs exist to help very low-income individuals obtain smartphones. In his video, he said non-native English speakers are less likely to access digital coupons, but he did not highlight seniors in the voiceover.
If you believe a store in San Diego is not in compliance, you can report it to the City Attorney’s Affirmative Civil Enforcement Unit. Grocery stores have 15 days to address violations after receiving written notice. Convenience stores, warehouse clubs and pharmacies are exempt from the ordinance.
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