- New Jersey bans grocery stores from using shoppers' personal data for surveillance pricing.
- The Fair Price Protection Act prohibits using digital history, biometrics, or genetic data to set personalized prices.
- The law takes effect August 1, 2027, and allows consumers to sue violators for refunds, revoked permits, and fines up to $10,000 for first offenses.
- It imposes a one-year pause on electronic shelf labels while the state studies their potential for unfair pricing.
- Surveillance pricing is distinct from dynamic pricing, loyalty discounts, and promotions, which remain legal.
- New Jersey is the third state to ban grocery surveillance pricing, following Maryland and Connecticut.
- Supporters argue the law protects consumers amid rising grocery costs, while opponents warn it could reduce loyalty programs and discounts.