Sobeys to fight Alberta ban on pharmacy reward points

A plan by the regulator of Alberta pharmacists to banstores from giving consumers reward points for purchases is turninginto a prescription for a court battle.

• Alberta pharmacies to stop accepting rewards cards

SobeysInc. says it plans to file a legal challenge against theAlberta College of Pharmacists on behalf ofSobeysand Safeway.

Earlier this month the college announced it would ban the issuingof such reward points for pharmacy purchases starting May 1.

The council says it made the decision because pharmacists andtechnicians are health professionals, not simply vendors of drugs.

Sobeyssays it strongly disagrees with the college's decisionabout the awarding of Air Miles and ClubSobeyspoints.

Sandra Aylward, vice-president of Sobeys, says millions of Albertans collect such points and a recent survey suggests most consumers would consider such a ban unfair.

"Studies show that loyalty programs build stronger bonds between patients and their pharmacies and encourage better patient adherence to prescription medication," she said Monday in a release.

NovaScotia-basedSobeysis owned by Empire Company Limited.

The company says it owns or franchises more than 1,500 stores inall of the provinces under banners includingSobeys, Safeway,IGAand others.

The college says the best benefit that patients can receive ishigh-quality care.

"We must make sure pharmacists and pharmacy technicians can work in an environment where the critical decisions they must make can bemade objectively without any real or perceived impediment," readsa statement posted on the college's website about the policydecision reached April 10.

Sobeys said it is urging consumers to complain to the Alberta government about the ban.