New Jersey Gov. Sherrill signs the Fair Price Protection Act, banning surveillance pricing

Key points

• Governor Sherrill signed the Fair Price Protection Act into law
• The law bans surveillance pricing that uses location, browsing history, and income data
• Companies are prohibited from using personal information to set different prices for the same merchandise
• This is a consumer protection measure against discriminatory pricing practices
• New Jersey becomes a state with explicit protections against algorithmic price discrimination

FAQ

What is surveillance pricing?

Surveillance pricing is the practice of using personal data like location history, browsing behavior, and income information to determine what price individual customers are charged for the same products or services.

What does the Fair Price Protection Act prohibit?

The law prohibits companies from using your location, browsing history, income, and similar personal data to set the prices you pay for merchandise, preventing discriminatory pricing based on personal information.

Why did Governor Sherrill sign this law?

The law protects consumers from unfair pricing practices where retailers charge different prices to different customers based on their personal data and demographics, promoting price transparency and fairness.