Bans Certain Surveillance Pricing Practices
Virginia · SB838 · Introduced Oct 2, 2026
Why it matters
Shoppers could no longer be charged more based on their personal data for the same product. Businesses that break the rules could face fines of up to $5,000 for each violation.
What it does
- Bans pricing set by algorithms that use personal data to charge different consumers different prices for the same item
- Bars using personal data to set or adjust advertised prices through surveillance pricing
- Requires discounts based on loyalty, age, or military status to be offered to all eligible consumers
- Requires businesses to clearly disclose available custom discounts and their use of purchase history
- Lets the Attorney General seek injunctions and civil penalties of up to $5,000 per violation
In committee
Next: a committee vote
- Introduceddone
- Committeecurrent step
- Senatenot yet
- Housenot yet
- Governornot yet
About this bill
Would ban companies from using certain surveillance pricing practices, which set prices based on data about each shopper. The Attorney General's office would enforce the ban.
Perspectives
💬 The case for
Consumer advocates would likely say shoppers should not pay different prices based on their personal data. They would also point to clear rules on discounts.
💬 The case against
Some retailers would likely say the limits could raise costs for shoppers. They may also argue the rules are hard to follow for online marketplaces.
Sponsored by
Sponsor details for this state bill are at the source link.
News
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