New Jersey governor signs law banning surveillance pricing to protect shoppers

New Jersey governor Mikie Sherrill recently signed a new law prohibiting businesses from using shoppers’ personal information to charge different prices for identical products, making her state the third in the US to ban the practice.

The Fair Price Protection Act passed by New Jersey’s legislature seeks to protect consumers from surveillance pricing, in which retailers can use data including online activity, location and purchasing history to arbitrarily change prices for individual shoppers.

“New Jersey families are already feeling the pressure of higher costs,” Sherrill said in a statement after signing the law. “The last thing they need is companies secretly using their personal data to charge them more than someone else for the exact same product.

“If businesses want to compete, they should do so by offering better prices, not by finding new ways to squeeze shoppers.

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