At a glance
New Jersey passed a law prohibiting retailers from using personal data collected on shoppers to set individualized prices, a win for consumer privacy advocates.
New Jersey passed a law prohibiting retailers from using personal data collected on shoppers to set individualized prices for the same products. The law represents a rare consumer protection win against data-driven pricing.
Dynamic pricing based on customer data is a relatively new practice that most consumers don't realize is happening. The fact that New Jersey moved to ban it suggests enough political pressure built up that lawmakers acted. This is worth watching because it's one of the few recent examples of a state actively restricting what companies can do with consumer data, rather than just requiring disclosure. If other states follow, it could meaningfully constrain a profitable business practice that advantages retailers and disadvantages price-sensitive shoppers.
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