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NJ governor signs law banning surveillance pricing

Photo: Jammer Gene - stock.adobe.com

August 7, 2026

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Surveillance pricing, which is using data to set and changes prices in retail establishments, is now illegal in New Jersey.

Governor Mikie Sherrill signed a new law banning the policy, according to a 6 ABC report.

Businesses are no longer allowed to track consumer location, browsing history or income in determining product pricing.

The law, called the Fair Price Protection Act, also includes a one-year moratorium on the use of electronic shelf labels.

"New Jersey families are already feeling the pressure of higher costs. The last thing they need is companies secretly using their personal data to charge them more than someone else for the exact same product," Sherrill told the news outlet. "If businesses want to compete, they should do so by offering better prices, not by finding new ways to squeeze shoppers. This law puts New Jersey shoppers first by protecting their privacy and ensuring fairness in pricing."