New York Passes Bill Banning Prices Based on Personal Data

The Brooklyn Bridge and parts of the New York City skyline are visible in New York, on Nov. 5, 2025. Angelina Katsanis/Reuters

New York state lawmakers on Thursday passed a ban on businesses setting individualized prices for consumers based on their personal data, in the strongest move yet by a state against the practice.

• If New York Governor Kathy Hochul signs it into law, the One Fair Price Act would prohibit companies from setting prices based on data that could be traced to a person or their device, such as browsing history, income and real-time location.