New Jersey bans AI-driven personalized pricing and delays e‑price tag rollout

Governor Phil Murphy of New Jersey signed the Fair Pricing Protection Act, prohibiting retailers from using personal data—such as online activity, location, or purchase history—to set different prices for individual consumers. The law, the third in the United States to bar “surveillance pricing,” will take effect on August 1, 2027 and covers a wide range of grocery and household items, while excluding restaurant‑style establishments. Loyalty‑program discounts that apply uniformly to all members remain allowed.

The same legislation grants a one‑year deferral, until February 1, 2027, for the mandatory installation of electronic shelf‑label (digital price‑tag) systems. Existing electronic labels may continue in use, and new installations for repair or replacement are permitted. New Jersey joins Maryland and Connecticut in regulating algorithmic price discrimination, a move praised by labor unions such as the United Food and Commercial Workers.