States begin banning ‘surveillance pricing’ that uses personal data to charge more

Several states have enacted laws to limit surveillance pricing, which involves using a customer’s personal data to set individualized prices on goods and services. Three states—Connecticut, Maryland, and New Jersey—were among the first to pass these restrictions, though they cover different retailers and exceptions. The legislation has met with opposition from business groups concerned that the rules are overly broad and could interfere with existing discount programs.