Surveillance pricing bans gain traction amid affordability crisis

A proposed ban on surveillance pricing in California cleared a key legislative vote on Thursday, as lawmakers across the country respond to rising inflation and an affordability crisis. - Assembly Bill 2564 would prohibit retailers from using personal data like age, gender, or location to set different prices.

- Similar bans have recently passed in Maryland, Colorado, and Connecticut, with half of U.S. states considering legislation.

- A 2025 FTC study found surveillance pricing can exploit consumers, and a 2024 White House study estimated price-fixing algorithms cost renters $3.8 billion in 2023. The bill still needs approval from the full Assembly and Senate before reaching Governor Gavin Newsom's desk.