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 rules restrict competition and keep lower prices hidden from consumers.
On September 28, 2026, the Competition Bureau of Canada announced the launch of an investigation into minimum advertised pricing (MAP) policies within the grocery sector. These policies, which are either imposed by suppliers or negotiated with retailers, establish a floor for the price at which products can be publicly advertised.
While retailers may still sell items for less than the MAP threshold inside their stores, they are often prohibited from promoting those lower prices in flyers, online listings, or other advertisements. The Bureau is concerned that this practice prevents shoppers from seeing the best available deals, potentially hindering discount grocers and restricting overall competition in the market.
Jeanne Pratt, the Interim Commissioner of Competition, stated that the agency is worried these policies make it more difficult for consumers to access lower prices during a period of significant food affordability challenges. According to the Bureau, some retailers might remove in-store discounts entirely if they are unable to advertise them due to MAP restrictions.
Suppliers have cited various reasons for using MAP policies, including protecting brand image, encouraging better customer service, preventing free-riding on marketing efforts, and preserving retail margins for newer suppliers. However, the Bureau is examining whether these practices facilitate price coordination among grocers and create barriers to entry for new competitors.
This investigation is part of a broader examination of the Canadian food supply chain. In June 2026, the agency launched a separate inquiry into competition across the entire grocery sector, covering production, processing, transportation, distribution, and pricing. The Bureau is currently seeking input and evidence from consumers, retailers, and suppliers to support its findings.