Overview
It started with a consumer group critiquing advertised grocery discounts that are only available digitally. Since, five states have presented bills mandating coupon issuers provide alternative means to access the identical value of digital incentives, often for specific portions of the population, such as seniors 65+, low-income households and members of certain loyalty or rewards programs.
While this may seem reasonable at face value, should the legislation become law, there would be many consequences that would negatively impact both consumers and businesses.
Key Themes
- Proposed legislation would significantly reduce manufacturer and retailer coupons and other consumer incentives, including rebates, discounts, and rewards.
- Manufacturers and retailers have followed consumers to digital platforms for an interactive relationship to promote brand loyalty. Paper coupons are becoming less popular as a result of consumer trends.
- Consumers already have widespread and continuing access to digital and paper incentives through multiple media channels, including the web, retailer apps, direct mail, at shelf, newspapers, magazines, and retailer advertisements.
- The primary challenge that needs to be addressed for consumers, agnostic of age or income, is digital fluency and not lack of access.
ACP Leadership
Outreach & Awareness
- Developed and held a Free “ACP Digital Coupon Discrimination Legislation” webinar
- Subsequently held a “Cross Industry Digital Coupon Discrimination Legislation Workshop” to understand legislation implications on the industry
- Created the Cross Industry Digital Legislation Committee to address the issue
Cross Industry Digital Legislation Committee Work
- Developed of Digital Coupon Discrimination Fact Sheet, and an update, January 2025
- Pursuing State Association Education & Engagement
- Efforts to distribute materials widely include potential partnerships with FMI, CIC,CBA, and other associations to ensure materials reach retailers, CPGs, and government affairs teams.
- Manufacturer and Retailer Education & Awareness
- ensure materials reach retailers, manufacturers and government affairs teams.
- Outreach to consumer groups
- Strategically approaching consumer groups
What can you do?
- Volunteer to participate on the Cross Industry Digital Legislation Committee and join a workstream team. Contact John Morgan (John.morgan@couponpros.org) or Katie Klepinski (Katie.Klepinski@couponpros.org)
- Communicate internally to colleagues, marketing leadership, senior management and government affairs on this issue
- Support the trade associations, nationally and at state level, advocating for the industry
Digital Legislation Resources