Albany, NY (June 6, 2026)

New York lawmakers have approved a major consumer protection measure aimed at preventing companies from using personal information to set different prices for different shoppers.

The bill, known as the One Fair Price Act, would prohibit businesses from relying on data connected to a person or device when deciding what price to charge. That could include information such as browsing activity, income indicators, location data, device details, or other digital signals used to estimate what a customer may be willing to pay.

Supporters say the measure is intended to stop so-called surveillance pricing, a practice in which companies use consumer data and automated tools to personalize prices in ways shoppers may not see or understand. If signed by Gov. Kathy Hochul, New York would join a small but growing group of states moving to restrict the practice.

The legislation would still allow certain standard discounts, including programs for seniors, teachers, loyalty members, and other clearly defined groups. It would also require businesses to tell customers when prices are being changed automatically through algorithmic systems, commonly referred to as dynamic pricing.

The proposal goes further than a disclosure law Hochul approved last year, which required companies to notify consumers when algorithmic pricing was being shaped by personal data. The new bill would move beyond transparency and impose an outright ban on individualized pricing based on such information.

Consumer advocates have praised the bill as one of the strongest state-level responses to data-driven pricing, though some have said lawmakers may need to refine parts of the law in the future. Business groups are expected to press the governor’s office over concerns that the measure could limit targeted promotions or personalized discounts.

Hochul’s office has said the bill is under review. She has until the end of the year to decide whether to sign it, veto it, or seek changes before it becomes law.