Rep. Rashida Tlaib has raised concerns over Kroger's plans to implement digital price tags and facial recognition technology, fearing it may lead to discriminatory pricing practices. In her letter, she highlighted how dynamic pricing could increase costs for essential goods based on factors like weather or demand, potentially harming low-income shoppers. Tlaib criticized the technology as flawed and biased, particularly against communities of color, emphasizing its potential for price gouging. Kroger, which has been testing electronic shelf labels (ESLs) since 2018, plans to expand their use significantly across its stores. Lawmakers, including Sens. Elizabeth Warren and Bob Casey, have echoed Tlaib's concerns, suggesting that these technologies could unfairly exploit consumers. Kroger has denied any intention to use the technology for surge pricing, asserting that price adjustments are typically linked to advertising cycles.