Bans Customized Prices Based on Personal Data
Virginia · HB121 · Introduced Jan 2, 2026
Why it matters
Shoppers could be charged different prices based on their personal data today. If passed, companies that do this in Virginia could face civil penalties.
What it does
- Would make surveillance pricing an illegal practice for suppliers in consumer sales
- Would add three new sections to Virginia's consumer protection code
- Would allow civil penalties against companies that break the new ban
- Would amend the existing list of prohibited practices in Virginia law
Status
Latest action (2026-07-21): Continued from last session
About this bill
Would ban sellers from setting custom prices for shoppers based on personal data collected through electronic surveillance. Breaking the ban would count as a violation under Virginia's consumer protection law.
Perspectives
💬 The case for
Consumer protection groups would likely say shoppers should not be charged more based on their personal data. They may argue the ban would protect people from hidden price gouging.
💬 The case against
Some retailers would likely say the ban could limit pricing tools they use. They may also argue it adds penalties that are hard to follow.
Sponsored by
Sponsor details for this state bill are at the source link.
News
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