Colorado Governor Vetoes Surveillance Pricing Ban as Public Backlash Against the Tech Grows

Key Points:

• Colorado Gov. Jared Polis vetoed House Bill 26-1210, which aimed to restrict surveillance pricing—charging consumers customized prices based on personal data—citing concerns that it would also prohibit beneficial discounted pricing.
• Polis argued the bill's broad scope could unintentionally penalize legitimate uses of technology that benefit consumers and workers, rather than targeting only unethical pricing practices.
• Supporters of the bill, including experts from the Center for Democracy & Technology, praised it for addressing discriminatory pricing and wage-setting through opaque algorithms, and hope for its reintroduction in the next legislative session.
• Critics, such as former consumer protection official Paul Singer, agreed with Polis, warning that overly broad restrictions on pricing algorithms could harm consumers by limiting price reductions and pricing accuracy.
• Surveillance pricing remains controversial nationwide, with growing consumer concern and some state-level legal actions, including Maryland's recent ban on grocery surveillance pricing, though many activists view existing laws as insufficient.