Three US states have become the first to ban “surveillance pricing” — the practice of using shoppers’ personal data to set individualized prices. Connecticut, Maryland and New Jersey have enacted the restrictions.

Surveillance pricing uses personal information such as browsing history and shopping habits to charge different prices to different customers. Consumer groups say the practice is unfair and hard to detect.

Maryland’s ban took effect on October 1, 2026. Large grocery stores in the state cannot use personal data to set prices under the new law. New Jersey’s Fair Price Protection Act goes further with a moratorium on installing new electronic shelf labels.

Connecticut’s Public Act 26-64 includes a broad ban on personalized pricing based on personal data. Seattle became the first US city to act when its city council passed an ordinance in September 2026.

The Federal Trade Commission is studying the practice at the national level. On August 19, it proposed an enforcement policy statement on surveillance pricing. The agency is examining how companies collect and use consumer data for pricing.