A new poll suggests most Canadians are uncomfortable with companies using algorithms to set prices — and many want government action.
According to a survey by Abacus Data, 52% of Canadians believe algorithmic pricing should be banned, while another 31% support stricter regulation.
What is algorithmic pricing?
Algorithmic pricing refers to using data and software to adjust prices in real time based on factors like:
- who the buyer is
- browsing history
- time of day
- demand patterns
Instead of a fixed price, different customers may see different prices for the same product.
Fairness concerns driving public opinion
David Coletto said many Canadians may not know the term, but they’ve likely experienced it.
He noted that the biggest concern is fairness.
Many people believe the same product should have the same price for everyone.
Half of respondents said the practice is unfair because it allows companies to charge individuals based on what they are willing — or able — to pay.
Expanding beyond airlines
Experts say algorithmic pricing has long been used in industries like air travel, where prices fluctuate based on demand.
But Canadian Shield Institute managing director Vass Bednar said the technology is now evolving.
Instead of general pricing changes, companies can now:
- personalize prices at the individual level
- use hundreds or even thousands of data points
- predict a customer’s maximum willingness to pay
This approach is expanding into retail, housing and even in-store pricing systems.
Governments starting to act
Some governments are already responding.
Manitoba recently announced plans to ban the use of personal data to raise prices for individual consumers, both online and in physical stores.
Coletto said this move reflects growing political pressure across the country.
Why this matters
The debate around algorithmic pricing touches on bigger issues:
- consumer privacy
- data usage
- economic fairness
- cost of living
With rising prices already a major concern for Canadians, the idea that people could be charged differently for the same product is adding to public frustration.
The poll surveyed 1,931 Canadians between March 4 and 11, though as an online survey, it does not carry a traditional margin of error.