New Jersey Governor Mikie Sherrill launches consumer fee crackdown and bans surveillance pricing

Governor Mikie Sherrill of New Jersey signed an executive order requiring state agencies to compile lists of hidden "junk" fees in every industry and recommend ways to eliminate them by mid‑September. The order targets practices such as bait‑and‑switch pricing, undisclosed fees in fine print, misrepresented mandatory charges, and vague, overpriced add‑ons that burden working families, renters and seniors.

Separately, Sherrill signed the Fair Price Protection Act, a law that prohibits retailers from using shoppers’ personal data to set individualized prices for identical products. The measure makes New Jersey the third U.S. state to ban surveillance pricing, pauses the rollout of new electronic shelf‑label technology for one year, and leaves existing labels in place. The law aims to protect consumer privacy and ensure pricing fairness, with exemptions for loyalty‑program discounts.