New law prohibits retailers from using personal data to charge different prices for identical products

New Jersey governor Mikie Sherrill recently signed a new law prohibiting businesses from using shoppers’ personal information to charge different prices for identical products, making her state the third in the US to ban the practice.

The Fair Price Protection Act passed by New Jersey’s legislature seeks to protect consumers from surveillance pricing, in which retailers can use data including online activity, location and purchasing history to arbitrarily change prices for individual shoppers.