New Jersey Bans Personal-Data Driven Grocery Pricing

Gov. Mikie Sherrill signed the Fair Price Protection Act, banning surveillance pricing and prohibiting grocery stores from using shoppers’ digital history, biometric, or genetic data to tailor prices. The law creates a private right of action for consumers and allows the state to sue retailers, with penalties up to $10,000 for a first offense and $20,000 for subsequent violations. It also pauses electronic shelf labels for a year while the state studies potential misuse and takes effect Aug. 1, 2027. The measure does not ban dynamic pricing or loyalty programs, and makes New Jersey an early adopter of limits on personalized pricing.