- Today
- Holidays
- Birthdays
- Reminders
- Cities
- Atlanta
- Austin
- Baltimore
- Berwyn
- Beverly Hills
- Birmingham
- Boston
- Brooklyn
- Buffalo
- Charlotte
- Chicago
- Cincinnati
- Cleveland
- Columbus
- Dallas
- Denver
- Detroit
- Fort Worth
- Houston
- Indianapolis
- Knoxville
- Las Vegas
- Los Angeles
- Louisville
- Madison
- Memphis
- Miami
- Milwaukee
- Minneapolis
- Nashville
- New Orleans
- New York
- Omaha
- Orlando
- Philadelphia
- Phoenix
- Pittsburgh
- Portland
- Raleigh
- Richmond
- Rutherford
- Sacramento
- Salt Lake City
- San Antonio
- San Diego
- San Francisco
- San Jose
- Seattle
- Tampa
- Tucson
- Washington
California Today
By the People, for the People
Maryland Passes Law Banning Retail 'Surveillance Pricing'
New legislation aims to prevent retailers from using personal data to dynamically adjust prices for individual customers.
Apr. 20, 2026 at 8:21am
Got story updates? Submit your updates here. ›
A new Maryland law aims to prevent retailers from using customer data to dynamically adjust prices, a practice critics say can unfairly raise the cost of everyday essentials.California TodayMaryland has passed the Protection From Predatory Pricing Act, which will prohibit large retailers from using consumers' personal data to change prices in real time for individual shoppers. The law is intended to prevent retailers from using predictive technology to raise prices without customers realizing it, though it still allows traditional sales, promotions, and loyalty program discounts to continue.
Why it matters
The new law is seen as a consumer protection measure in response to the growing use of dynamic pricing systems that allow retailers to adjust prices almost instantly based on data gathered about individual shoppers. Critics argue this practice can unfairly raise the cost of everyday essentials for working families.
The details
The Protection From Predatory Pricing Act will prevent large retailers from using consumers' personal data, such as purchase history, location, or online behavior, to charge different prices for the same product. However, the law will still allow traditional sales, promotions, and loyalty program discounts to continue.
- In January 2026, the bill was first introduced by Maryland lawmakers.
- In April 2026, Maryland lawmakers passed the Protection From Predatory Pricing Act.
- In April 2026, Maryland Governor Wes Moore confirmed he would sign the bill into law.
The players
Wes Moore
The Democratic Governor of Maryland who supported the new law, arguing it would prevent retailers from using new technologies to unfairly raise prices on everyday essentials for working families.
Consumer Reports
A consumer advocacy group that supported the bill but expressed disappointment with several exemptions added during the legislative process, such as allowing loyalty program discounts that could potentially make prices more expensive than standard shelf prices.
What they’re saying
“At a time when Marylanders are already stretched by the rising cost of groceries, housing, and everyday necessities, we must ensure that new technologies are not used to drive up the bill for working families.”
— Wes Moore, Governor of Maryland
“This bill has loopholes that will limit its real-world impact.”
— Consumer Reports
What’s next
Several other states, including California, New York, Illinois, Colorado, and New Jersey, are also considering their own bans or restrictions on surveillance pricing following Maryland's action.
The takeaway
Maryland's new law represents a significant step toward regulating the practice of 'surveillance pricing,' where retailers use personal data to dynamically adjust prices for individual customers. While the law still allows some forms of dynamic pricing, it aims to prevent retailers from unfairly raising prices on everyday essentials for working families.
