New Jersey Enacts Law Against AI Surveillance Pricing Tactics

WHO:

The Guardian - New Jersey governor Mikie Sherrill signed the law.

The Guardian - Ademola Oyefeso, vice-president of the labor union United Food and Commercial Workers International, commented on the law.

WHAT:

The Guardian - New Jersey enacted the Fair Price Protection Act, which prohibits businesses from using shoppers’ personal information to charge different prices for identical products.

Inc - New Jersey is the third state to ban surveillance pricing, following Maryland and Connecticut.

The Guardian - The law pauses the rollout of new electronic shelf labels for one year while the New Jersey Innovation Authority studies their impact.

WHERE:

The Guardian - The law was enacted in New Jersey.

WHEN:

The Guardian - A similar bill is awaiting a signature from Governor Kathy Hochul in New York.

WHY:

The Guardian - Governor Sherrill stated that New Jersey families are feeling the pressure of higher costs and should not be charged more based on personal data.

The Guardian - The law aims to protect shoppers' privacy and ensure fairness in pricing.

HOW:

The Guardian - The law prohibits businesses from using data such as online activity, location, and purchasing history to set individualized prices on groceries and other essential items.

(UPDATED July 26, 2026 19:25 UTC)

New Jersey has enacted the Fair Price Protection Act, which prohibits businesses from using shoppers' personal information to charge different prices for identical products. This makes New Jersey the third state to ban surveillance pricing, following Maryland and Connecticut, and the law also pauses the rollout of new electronic shelf labels for one year while the New Jersey Innovation Authority studies their impact. Governor Mikie Sherrill emphasized that families in New Jersey are feeling the pressure of rising costs and should not face higher charges based on their personal data.