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Mikie Sherrill signs New Jersey law to ban surveillance pricing and protect consumers from personalized data costs

New Jersey Governor Mikie Sherrill signed the Fair Price Protection Act, a new law prohibiting businesses from using personal data to charge different prices for identical products. The legislation aims to protect consumers from surveillance pricing, where retailers use information such as online activity, location, and purchasing history to arbitrarily set individualized prices. While the law does not affect loyalty programs or traditional discounts, it ensures that shoppers pay a consistent price for essential items like groceries. Governor Mikie Sherrill noted that the law puts shoppers first by ensuring fairness and privacy. The administration announced that the law will take effect in 2027, and it includes a one-year moratorium on new electronic shelf labels while the state studies their impact. The law also allows consumers to sue businesses that fail to comply, with potential fines of up to $20,000 for subsequent violations. This move follows similar bans in Maryland and Connecticut, positioning New Jersey as a leader in consumer protection against predatory pricing tactics.

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