What if companies could figure out the exact maximum you’re willing to pay, and charge you exactly that?

That’s the promise of surveillance pricing: using your personal data, purchase history, location, online behavior, and even financial information to tailor prices specifically to you.

In this episode, Cara Stern talks with Vass Bednar, managing director of the Canadian Shield Institute and author of The Big Fix, about why this issue is suddenly on the political agenda in Canada, and what it means for consumers.

They discuss:
What surveillance pricing is, and how it differs from ordinary dynamic pricing
How companies use your data to predict your “willingness to pay”
Why two people could see different prices for the exact same product
The real-world examples already happening with apps, airlines, and delivery platforms

Why 83% of Canadians say this practice should be banned or regulated
What governments can actually do to stop it

Chapters:


Research/links:

Everything Costs More Because the Algorithm Says So | The Walrus
https://thewalrus.ca/everything-costs-more-because-the-algorithm-says-so/
How Corporate Consolidation is Ruining Everything: Discussion with Denise Hearn and Vass Bednar
https://youtu.be/Uz5DkpZPH2k?si=M_c-2GX4dS7wKF9l

Canadians Are Skeptical of Algorithmic Pricing - Abacus Data
https://abacusdata.ca/canadians-are-deeply-skeptical-of-algorithmic-pricing-and-want-governments-to-intervene/

AI-Driven Pricing May Be the Next Shock to Canadian Grocery Shoppers
https://retail-insider.com/retail-insider/2025/12/ai-driven-pricing-may-be-the-next-shock-to-canadian-grocery-shoppers/

Algorithms are raising prices for everything. This must stop - The Globe and Mail
https://www.theglobeandmail.com/business/commentary/article-algorithms-are-raising-prices-for-everything-this-must-stop/

Avi Lewis is smart to shed light on surveillance pricing | Canada's National Observer: Climate News
https://www.nationalobserver.com/2026/04/24/news/avi-lewis-ndp-surveillance-pricing

Algorithmic pricing: Poll finds half of Canadians against
https://www.cp24.com/news/canada/2026/03/18/most-canadians-want-to-ban-or-regulate-algorithmic-pricing-poll-shows/?lid=8z3lanxo654a

Hosted by Mike Moffatt & Cara Stern & Sabrina Maddeaux

Produced by Meredith Martin

Funded by the Neptis Foundation https://neptis.org/