New York lawmakers are considering legislation that would ban a retail practice known as surveillance pricing, where stores use customers' personal data to charge different individuals varying prices for the same products.

The practice involves retailers collecting and analyzing shoppers' data, including purchase history, location information, and browsing patterns, to determine personalized pricing strategies. This data-driven approach allows stores to potentially charge premium prices to customers they identify as willing or able to pay more.

The proposed legislation reflects growing concerns about consumer privacy and pricing fairness in an era of increasing digital data collection. Retailers have access to vast amounts of customer information through loyalty programs, mobile apps, and online shopping platforms.

Surveillance pricing represents a significant shift from traditional uniform pricing models, where all customers pay the same price for identical products. The technology enables real-time price adjustments based on individual customer profiles and market conditions.

If enacted, the ban would place New York among the first jurisdictions to specifically address algorithmic pricing discrimination. The legislation comes as regulators nationwide are scrutinizing how companies use personal data for commercial purposes.