Governor Mikie Sherrill signed the Fair Price Protection Act into law on July 23, 2026, establishing a statewide ban on the use of personal data for price discrimination in New Jersey grocery stores and delivery apps. The legislation aims to stop retailers from adjusting prices based on information such as purchase history, location or other personal details.
The new law applies to all grocery retailers operating within New Jersey, including brick-and-mortar supermarkets and online platforms that deliver food items to consumers. By prohibiting the practice of tailoring prices to individual shoppers, the act seeks to create a more uniform pricing environment for all customers regardless of their personal data profile.
Under the Fair Price Protection Act, grocery stores and delivery services must refrain from collecting or using personal information to set or change the cost of goods. The law does not affect standard promotional pricing or discounts that are offered publicly, but it does restrict any hidden pricing adjustments that rely on data about a shopper's habits or demographics.
State officials indicated that the measure is part of a broader consumer‑protection effort designed to address concerns that technology and data analytics could be used to create unfair pricing advantages. By eliminating data‑driven discrimination, the law is intended to ensure that all New Jersey residents pay the same price for the same product when purchased from the same retailer.
Industry representatives have been notified of the new requirements and are expected to adjust pricing systems to comply with the statute. The enforcement provisions were not detailed at the signing ceremony, but the legislation includes mechanisms for monitoring compliance and addressing violations.
The Fair Price Protection Act represents a significant step in New Jersey's ongoing effort to protect consumers from emerging digital pricing practices. It underscores the state's commitment to fairness in the marketplace and provides a legal framework to prevent personal data from being used as a tool for price manipulation.