Overview
- The Colorado House approved HB 26-1210 on a 39-24 vote and sent the measure to the Senate for consideration.
- The bill would block businesses from using a person’s data to feed pricing or pay algorithms that deliver individualized prices or wages.
- It defines surveillance pricing as using signals like search history, location, and app behavior to set offers for each shopper.
- The measure exempts loyalty programs and group discounts and excludes supply-and-demand price changes from its scope.
- Violations would count as deceptive trade practices enforceable by the attorney general, and the push tracks wider state action, including New York’s new disclosure rule and an FTC report noting growing use of data-driven pricing.