New Jersey is moving to block grocery stores from using shoppers’ personal data to set different prices. Under legislation signed by Gov. Mikie Sherrill, stores will no longer be allowed to rely on customer information for what supporters describe as surveillance pricing.
The measure is aimed at protecting consumers from price differences based on data collected about them. According to the bill summary, the new rules are set to take effect next summer, giving retailers time to adjust before the ban is enforced.
The law also puts a one-year pause on the use of electronic shelf labels. That provision adds another layer to the state’s response, as officials look more closely at how pricing technology could affect transparency for shoppers in grocery aisles.
Consumers will also have a path to take legal action if businesses violate the ban. With the new protections, New Jersey is taking a stricter approach to grocery pricing practices tied to personal data and digital retail tools.
