Public Backlash Against Data-Driven Pricing Gains Momentum

A new GBAO Strategies poll shows broad U.S. support for banning surveillance-based pricing and real-time price updates, with 67% in favor and 68% believing such pricing would raise grocery costs; support spans Democrats, independents, and Republicans. Privacy advocates warn that using personal data for pricing threatens privacy as a human right, citing a Consumer Reports/Instacart 2025 experiment that showed price differences up to 23%. The debate also covers general dynamic pricing and has spurred a push by U.S. senators to curb these practices.