New York lawmakers have approved legislation that would prohibit businesses from setting individualized prices based on a consumer’s personal data, marking one of the strongest state-level actions taken against the growing practice.
The measure, known as the One Fair Price Act, now heads to Governor Kathy Hochul’s desk. If signed into law, the bill would prevent companies from using data that can be linked to a person or their device when determining prices for products or services.
According to the legislation, businesses would be barred from adjusting prices based on information such as browsing history, income levels, and real-time location data. Supporters of the bill argue that consumers should not be charged different prices simply because companies have access to extensive personal information about them.
The proposal reflects growing concerns about how technology companies and retailers collect and use consumer data. Many Americans have long suspected that the more businesses know about a customer, the more they may try to tailor prices accordingly. Apparently, shopping for a product without your internet history tagging along is becoming a revolutionary concept.
Importantly, the bill would not eliminate all forms of special pricing. Discounts for seniors, teachers, and other designated groups would remain legal. Loyalty programs that reward repeat customers would also continue to operate under the proposed law.
If Governor Hochul signs the legislation, New York would become a leading state in restricting data-driven pricing practices and could potentially influence similar efforts elsewhere in the country.
The debate surrounding consumer privacy and corporate data collection is likely to continue, but the bill signals a growing push for greater transparency in how prices are determined. Regardless of where people stand on the issue, most consumers can probably agree on one thing: knowing the price on the shelf is the same price everyone else sees is a principle that resonates across party lines.
