Applaud New Jersey for Protecting Shoppers

Families deserve fair prices—not personalized price tags based on their personal data—and New Jersey deserves applause for putting consumers first.

Governor Mikie Sherrill has signed the Fair Price Protection Act, making New Jersey one of the first states to ban surveillance pricing. The new law prohibits retailers from using personal information—such as online activity, location, or purchasing history—to charge different customers different prices for the exact same essential products.

Consumers should be able to shop with confidence, knowing that the price they pay is based on the product itself—not on algorithms analyzing their personal data. Protecting privacy and promoting transparent pricing helps create a fairer marketplace for everyone.

The new law also pauses the expansion of electronic shelf labels while the state studies how the technology could affect shoppers and workers. Taking the time to evaluate new technologies before they are widely adopted helps ensure innovation serves the public interest.

By taking action, New Jersey is protecting consumers' privacy, promoting fairness, and helping ensure that families aren't unfairly charged more simply because of the data companies collect about them.

Add your name to applaud New Jersey for protecting shoppers, defending consumer privacy, and standing up for fair and transparent pricing.