New York Attorney General Letitia James joined Assemblymember Emérita Torres and other officials on May 8 to rally in the Bronx for the One Fair Price Package, a set of bills aimed at banning surveillance pricing practices in New York. The proposed legislation would prohibit companies from using shoppers’ personal data to set individualized prices and would also restrict the use of electronic shelf labels in grocery stores and pharmacies.
The issue is significant as it addresses concerns about fairness and transparency for consumers who may unknowingly pay higher prices due to algorithms that use their private information. Surveillance pricing can result in two people seeing different prices for the same product based on data collected about their shopping habits, income timing, or even how long they view a product online.
“New Yorkers from the Bronx to Buffalo are already dealing with higher prices, and now big companies are using their personal data to charge them even more,” said Attorney General James. “The One Fair Price Package will ban predatory surveillance pricing while protecting the legitimate discounts and loyalty programs New Yorkers – including our veterans and seniors – rely on. I urge our friends in the legislature to pass these bills to ensure one fair price for all.”
Assemblymember Torres said, “New Yorkers deserve to know that the price they see is the price everyone sees and pays. The One Fair Price Act takes a critical and necessary step toward protecting consumers from corporations that use personal data and opaque algorithms to charge people different prices for the same product.”
Electronic shelf labels allow retailers not only to change prices throughout a single day but also pose risks by potentially eliminating jobs held by grocery clerks. According to recent survey results cited at the rally, 66 percent of New Yorkers support banning both surveillance pricing practices and electronic shelf labels.
Supporters of these measures include local leaders such as Bronx Borough President Vanessa L. Gibson, union representatives like Stuart Appelbaum of RWDSU, advocacy groups including AARP New York, NAACP New York State Conference, Groundwork Action, American Economic Liberties Project, Hispanic Federation, Asian American Federation, and Asian Americans For Equality.
The legislation specifically protects existing discount programs such as coupons or loyalty cards while authorizing civil action against companies found violating these provisions. The package reflects ongoing efforts by the New York Attorney General—led by Letitia James—to promote social justice through consumer advocacy across regional offices statewide.
