Most Americans Want Digital Shelf Labels and Surveillance Pricing Banned Amid Grocery Price Fears

The majority of American voters are calling for a ban on digital shelf labels (ESLs) and surveillance pricing in grocery stores, citing concerns over rising food costs, according to a new survey conducted by GBAO Strategies and distributed by the United Food and Commercial Workers (UFCW) International Union. The findings highlight growing public skepticism about the use of advanced technologies in retail, which critics argue could exacerbate inflationary pressures on households.

The survey, released on May 27, 2026, revealed that 65% of American voters believe ESLs will lead to higher grocery prices, while 68% hold the same view about surveillance pricing. These technologies, which use artificial intelligence and real-time data analytics to adjust prices dynamically, have sparked debate over their potential to erode consumer trust and deepen economic inequality. UFCW officials described the results as a “clear mandate” for legislative action to curb what they call “predatory pricing practices.”

How ESLs and Surveillance Pricing Work

Electronic shelf labels (ESLs) are digital displays that replace traditional paper price tags, allowing retailers to update prices instantly across their stores. When paired with surveillance pricing, these systems can track individual shopper behavior, weather patterns, and other variables to set personalized prices. Proponents argue that such tools improve operational efficiency, but critics warn they enable price discrimination and make it harder for consumers to compare costs.

“These technologies are not about convenience—they’re about maximizing profits at the expense of families,” said UFCW International Vice President Ademola Oyefeso. “When prices can change in seconds, it’s impossible for shoppers to budget or make informed choices.”

Bipartisan Support for Regulation

The survey findings reflect broad bipartisan support for regulatory measures. Over two-thirds of respondents across political affiliations expressed concern about the impact of ESLs and surveillance pricing on grocery costs. This aligns with recent legislative efforts in states like New Jersey, where a separate poll found 65% of residents favor banning the technologies. While the specific data from state-level surveys are not part of the primary sources here, the national trend underscores a shared public demand for transparency in retail pricing.

UFCW has been at the forefront of advocating for bans, arguing that the technologies disproportionately harm low-income households. “Families are already struggling with inflation, and these practices would only make things worse,” said Oyefeso. “We urge lawmakers to act before these tools become the norm.”

Industry Pushback and Consumer Concerns

Despite the public backlash, grocery retailers and tech providers continue to promote ESLs as a way to streamline operations and reduce labor costs. Some industry representatives have dismissed the survey as exaggerated, emphasizing that price adjustments are often tied to supply chain fluctuations rather than predatory tactics. However, the UFCW and consumer advocates counter that the lack of oversight allows corporations to exploit personal data for profit.

The debate over ESLs and surveillance pricing mirrors broader concerns about the role of AI in everyday life. As more industries adopt algorithmic decision-making, questions about accountability and fairness have become increasingly urgent. In the grocery sector, the stakes are particularly high: food is a necessity, and even small price increases can have significant consequences for households.