Key facts
- New Jersey Governor Mikie Sherrill signed the Fair Price Protection Act.
- The law bans businesses from using personal data to set individualized prices for identical products.
- This makes New Jersey the third state to ban surveillance pricing.
- New York is considering similar legislation.
- The law includes a one-year pause on new electronic shelf labels pending a study.
New Jersey Governor Mikie Sherrill has signed into law the Fair Price Protection Act, which prohibits businesses from using consumers' personal data to set variable prices for the same products. This legislation makes New Jersey the third state in the U.S. to enact such a ban, following Maryland and Connecticut, with New York also considering similar measures.
The law specifically targets surveillance pricing, a practice where retailers leverage data such as online activity, location, and purchase history to adjust prices for individual shoppers. Governor Sherrill stated that the aim is to ensure fair competition based on better prices rather than data-driven price manipulation, protecting families from increased costs.