Yes to California's Bill to Ban Surveillance Pricing

Corporations harvest and monetize ever-growing amounts of our personal data, such as our browsing history and physical location. One bitter fruit of this poisonous tree is known as “surveillance pricing”: corporations offer the same product to two different people at two different prices, based on scrutiny of these people’s respective personal data. Surveillance pricing is bad for privacy, equity, and price transparency. So EFF supports a California bill, S.B. 2564, which would ban this creepy practice. How Surveillance Pricing Works In 2025, the Federal Trade Commission (FTC) published a report about the practices of six companies that provide surveillance pricing services to hundreds of other companies, including grocery stores and apparel retailers. The report found that surveillance pricing draws upon customers’ browsing history, physical location, and shopping transaction history. Customers’ data can come from the vendor itself, from its surveillance pricing service provider, or f