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

Mikie Sherrill signed the Fair Price Protection Act on Thursday, establishing New Jersey as one of the first states to ban "surveillance pricing." This practice allows retailers to use personal data—such as a shopper’s location, browsing history, and income—to determine the specific price a customer pays for a product. The administration announced that the law aims to prevent companies from "weaponizing" consumer data to charge different prices for the same item. While the act does not ban dynamic pricing based on demand or traditional loyalty discounts, it imposes a one-year moratorium on electronic shelf labels while the state studies their impact. Mikie Sherrill noted that the law protects shoppers from being secretly charged more based on personal habits. The legislation also allows consumers or the state attorney general to sue businesses for surveillance pricing, with potential fines of up to $20,000 for repeat violations. The law officially takes effect on August 1, 2027.

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