New York State (NYS) Lawmakers on 6/4/2026, Passed a Ban on Businesses Ssetting Individualized Prices for Consumers, using Their Personal Data, in the Strongest Move yet by a State against the Practice.
The New York Governor Kathy Hochul (D) Signs it into Law, the One Fair Price Act, would Prohibit Companies from Setting Prices Based on Data that could be Traced to a Person or their Device, such as Browsing Purchase History, Income, and Real-Time Location.
• Discounts for Seniors, Teachers and other Specific Groups, as well as Discounts Offered through Loyalty Programs, would still be Allowed.
• Companies would also have to Disclose when they are using Prices that Fluctuate Automatically Based on an Algorithm, also called "Dynamic Pricing."
• New York would be the Third State, to Prohibit the Practice. Grace Gedye, a Policy Analyst at the Consumer Advocacy Group Consumer Reports, said the Bill Improves upon thosePpassed in Connecticut and Maryland, but Still has Flaws the Iegislature should Address in the Future.
• Hochul is likely to Face Corporate Lobbying to Weaken the Bill, Gedye said. A Spokesperson for Hochul said She is Reviewing the Bill. The gGvernor has Until the End of 2026 to Act on the Legislation.
• The Proposal would Replace a Law Hochul Signed Last Year that Requires a Disclaimer when Prices are Set by an Algorithm using Individuals' Personal Data.
NYC Wins When Everyone Can Vote! Michael H. Drucker
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