Key facts
- Colorado Governor Jared Polis vetoed a bill banning personalized pricing.
- The governor expressed concern about discouraging acceptable technology uses.
- The bill aimed to prevent companies from using online data for personalized pricing.
Colorado Governor Jared Polis has vetoed a bill that sought to ban personalized pricing, a practice where companies use online data to set individual prices for consumers. Polis stated his decision was driven by concerns that such a ban could discourage 'perfectly acceptable uses of technology.' The proposed legislation reflected growing legislative scrutiny over how companies leverage consumer data for dynamic pricing strategies. Despite the veto, the broader debate around personalized pricing and data privacy continues.