A bill for an act prohibiting personalized algorithmic pricing and surveillance pricing at certain food retail establishments, and providing civil penalties.

SF 2278 prohibits large food retail stores (over 15,000 sq ft selling primarily food) from using personalized algorithmic pricing or surveillance pricing based on consumer data. It requires clear disclosure ("THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA") when algorithmic pricing is used, bans electronic shelf labels for personalized pricing, and prohibits using data about minors (<17) or protected class characteristics (like race or gender) to set prices. Retailers must use physical price tags instead of digital displays for non-promotional pricing and cannot withhold discounts based on protected class data. The law applies only to qualifying food retailers, excluding financial services and insurers.