Loblaw customers upset after company asks for proof of ID for $25 gift card

If you’re hoping to receive a $25 Loblaw gift card, you may have to send the company some personal information first.

That’s according to some Loblaws customers who have taken to social media, upset that they have to shell out their driver’s license information before receiving the gift card.

In January, Loblaws agreed to give customers a $25 gift card as a goodwill gesture after admitting it took part in a bread-price fixing scandal.

To receive the card, customers have to complete an online form and provide details such as name, date of birth and address. Many customers who filled out their form this way have received their gift card already.

WATCH: Loblaws admits to price fixing bread

1:50 Loblaws admits to price fixing bread

However, some received a letter or email saying they have been refused the card unless they provide more personal information — a copy of their driver’s licence or utility bill to verify their address before they can get the card.

Some people took to Twitter saying they don’t feel comfortable giving out the personal information in order to receive $25 in free groceries.

In response to the complaints, Loblaws said, “this is a standard approach for programs of this sort, which is why the registration form includes that ID may be requested in some cases.”

“We think it’s sensible to have safeguards in place, and to make sure the interests of our customers are protected. The vast majority of registrations will be processed without this additional step,” a spokesperson said in an email.

Jasminka Kalajdzic, an associate professor at the University of Windsor’s Faculty of Law, said there are risks of fraudulent claims in cases such as the Loblaw gift card redemption. For example, one person will make multiple claims when they are only entitled to one.

“So the lawyers will insist on affidavits or, as in this case, forms of identification, to limit the possibility of illegitimate claims,” she said.

WATCH: Is the $25 Loblaw gift card just a public relations move?

1:03 Is the $25 Loblaw gift card just a PR move?

However, she added it’s important to address the privacy concerns of the consumers who are being asked to hand over personal information.

“What use will be made of the data?” Kalajdzic asked.

“So we have a conflict between the public interest in ensuring consumer compensation schemes get real money into the hands of people who deserve it, and the public interest in ensuring corporations don’t obtain consumers’ private information unnecessarily and for unknown purposes.”