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NYC Council bans ‘surveillance pricing’ that has customers’ data used against them
New York City Council passed a bill banning companies from using customers’ personal data to charge different people different prices for the same product. Backed by Mayor Zohran Mamdani, the measure passed 44-5 and is intended to curb what supporters call “surveillance pricing”.
The law allows smaller businesses to submit a plan to correct violations before facing penalties; larger companies can be fined $1,000 immediately. In other council business, lawmakers introduced a proposal for a 60-day review of more than 50,000 vacant rent-stabilised apartments, and voted 48-1 to exempt permanently and totally disabled veterans from city property taxes.
In short
- NYC banned personalised pricing based on customers’ data.
- The bill passed the council 44-5.
- Smaller businesses can submit a plan to remedy violations.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Supporters argue that using personal data to set individual prices can exploit information about a person’s circumstances or willingness to pay, leaving customers unable to see or challenge unequal treatment. A ban could protect privacy, make prices fairer and more transparent, and prevent firms from turning extensive data collection into an advantage over consumers.
The case against
Critics could argue that personalised pricing is one way businesses respond to different costs, demand and customer preferences, and that a blanket ban may limit discounts or other tailored offers. They may also question whether the law’s definitions and enforcement rules will be clear enough, and warn that compliance costs could reduce competition or be passed on to customers.