An act relating to prohibiting surveillance pricing

This Vermont bill (S.207) prohibits businesses from using "surveillance pricing" to set different prices for consumer products based on data collected through electronic surveillance technology (like AI or tracking tools). It directly affects retailers, online sellers, and service providers in Vermont that sell consumer products (e.g., groceries, electronics, subscriptions). The law bans price discrimination using personally identifiable or aggregated consumer data, except for price differences based solely on actual costs, equal discounts for all customers (with clear notice and consent if personal data is used), or licensed insurance companies following existing rate rules. The bill takes effect July 1, 2026.