Canada’s Competition Bureau Investigates Grocery Price Advertising Restrictions
The Competition Bureau of Canada has launched an investigation into minimum advertised pricing policies in the grocery sector, citing concerns that these practices restrict competition and keep lower prices out of reach for consumers.
The Competition Bureau of Canada has initiated an investigation into the use of minimum advertised pricing (MAP) policies within the grocery sector. These policies, which are either imposed by suppliers or negotiated with retailers, establish a floor on the price at which products can be publicly advertised. While retailers may still sell items for less than this floor in-store, they are prohibited from promoting those lower prices.
The Bureau is concerned that MAP policies hinder competition, particularly affecting discount grocers and new market entrants. By preventing stores from advertising their lowest prices, these restrictions may make it harder for retailers to compete for customers and could potentially facilitate price coordination among grocers. Jeanne Pratt, the Interim Commissioner of Competition, stated that Canadians expect grocery stores to be able to advertise their best deals. The agency noted that some retailers might remove in-store discounts entirely if they cannot advertise lower prices under these constraints.
This specific inquiry into advertising restrictions follows a broader investigation launched by the agency in June 2026. That earlier probe examined competition across the entire grocery supply chain, including production, processing, transportation, distribution, and pricing. As part of the current investigation, the Bureau is calling on industry participants and consumers to come forward with evidence regarding the use of minimum pricing policies to help understand their impact on grocery pricing and consumer choice.