Consumer Reports Advocates Against Surveillance Pricing in Colorado and California

• •Consumer Reports supports bills in Colorado and California to ban surveillance pricing.
• •Both bills prohibit using personal data to set customized prices based on consumer characteristics.
• •The legislation includes protections for transparent discounts and specific industry exemptions.

On May 3, 2026, Consumer Reports expressed support for two bills aimed at prohibiting surveillance pricing in Colorado and California. The Colorado bill, HB26-1210, seeks to ban the use of personal data to set prices or discounts based on consumer characteristics, behaviors, or biometrics. Similarly, California's AB 2564 aims to prevent companies from using personal data collected through electronic surveillance to customize prices for goods. Both bills protect transparent discounts, such as group discounts and loyalty program offers. These legislative efforts are designed to safeguard consumer privacy and prevent discriminatory pricing practices. The bills include specific exemptions for certain industries, such as insurance. Consumer Reports has actively participated in legislative hearings to advocate for these measures. The current status of both bills is that they are under consideration in their respective state legislatures.