Loyalty cards at VONS are opt-in. Which means you, the consumer, have to sign up for the card, and then choose to use it when you make a purchase. This law is t

Loyalty cards at VONS are opt-in. Which means you, the consumer, have to sign up for the card, and then choose to use it when you make a purchase. This law is targeted against the equivalent of walking into a store, someone putting a tag on you, and tracking what you do now, and forever after you leave the store, _without your knowledge_.