Legislation aims to ban businesses from adjusting prices in real-time based on personal data and behavioral tracking.
New York lawmakers approved a bill prohibiting businesses from using consumer data to set personalized prices via algorithms. The One Fair Price Act would amend state law to outlaw “surveillance pricing,” where algorithms adjust prices dynamically based on purchase history, browsing behavior, and other personal metrics to maximize individual willingness to pay.
The bill exempts uniform discounts like loyalty programs, coupons, and promotions for veterans or seniors, provided eligibility is clearly disclosed. It also excludes regulated insurance, credit assessments, and federally mandated pricing. Businesses must disclose if prices change more than once in 24 hours, including frequency and conditions for adjustments.
The measure reflects growing scrutiny over data-driven pricing practices in e-commerce and digital markets.