New Jersey governor Mikie Sherrill has signed the Fair Price Protection Act, making the state the third in the US to ban "surveillance pricing", the practice of using shoppers' personal data—such as browsing history, location or past purchases—to charge different customers different prices for the same product. Sherrill said the law protects consumers already struggling with high living costs from companies secretly manipulating prices, and argued businesses should compete on offering better deals rather than exploiting personal data.

The law bars retailers from using individualised data to set different prices on groceries and other essentials, though it does not affect loyalty programmes or standard discounts. It also imposes a one-year pause on the rollout of new electronic shelf labels while the New Jersey Innovation Authority assesses their impact, though existing labels can still be used, repaired or replaced. New Jersey follows Maryland and Connecticut in banning the practice, while a similar bill awaits the signature of New York governor Kathy Hochul. Union representative Ademola Oyefeso welcomed the shelf-label pause, saying it helps protect shoppers and grocery workers from AI-driven "predatory pricing".