Mikie Sherrill signs Fair Price Protection Act to ban surveillance pricing in New Jersey grocery stores

Governor Mikie Sherrill signed the Fair Price Protection Act on Thursday, establishing New Jersey as one of the first states to ban surveillance pricing in grocery stores. The legislation prevents retailers from using a shopper’s personal data—including digital history, biometric information, and genetic data—to determine the specific price a customer is willing to pay for an item. The law aims to ensure that shoppers pay a consistent price for identical products, rather than being charged different amounts based on invisible algorithms. While the act does not ban dynamic pricing based on demand, it imposes a one-year moratorium on new electronic shelf labels to allow the state to study their impact. The administration announced that the law will take effect in 2027, with violations punishable by fines of up to $20,000. While some business leaders expressed concern that the law might limit operational efficiency, supporters argued it protects consumers from being "weaponized" by data. Mikie Sherrill noted that the law also addresses rising costs, which she attributed partly to tariffs imposed by the administration during the tenure of President Trump.

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