NY Attorney General Backs Ban on Algorithmic Pricing

Letitia James says the practice of 'surveillance pricing' exploits consumers

Mar. 16, 2026 at 8:56pm

Got story updates? Submit your updates here. ›

New York Attorney General Letitia James is endorsing a push to restrict algorithmic price-setting in the state, building on a 2025 law that required companies to disclose when they use 'surveillance pricing' methods. James argues that such algorithmic pricing is 'not innovation, it's exploitation' and needs to be banned to protect consumers.

Why it matters

This move by the New York Attorney General is part of a broader effort by state Democrats to crack down on the corporate use of personal data for dynamic pricing and other algorithmic decision-making. The 2025 law was the first of its kind in the nation, and now the state is looking to go further by banning the practice entirely.

The details

The 2025 law set a requirement for companies to disclose when they use algorithms to dynamically price products or services. Now, Attorney General Letitia James is backing a push to restrict this practice, arguing it exploits consumers. Democrats in New York have been targeting the use of personal data by corporations in recent years.

  • In 2025, New York passed a law requiring companies to disclose 'surveillance pricing' methods.
  • On March 16, 2026, Attorney General Letitia James endorsed a ban on algorithmic price-setting.

The players

Letitia James

The Democratic Attorney General of New York who is backing a push to restrict algorithmic price-setting in the state.

Got photos? Submit your photos here. ›

What they’re saying

“Such a ban would protect consumers and the practice of surveillance pricing is 'not innovation, it's exploitation.'”

— Letitia James, New York Attorney General (Bloomberg Law)

What’s next

The New York state legislature will now consider a bill to ban algorithmic price-setting based on the Attorney General's endorsement.

The takeaway

New York is emerging as a national leader in regulating the use of personal data and algorithms by corporations, with the Attorney General now backing a ban on the practice of 'surveillance pricing' that many see as exploitative of consumers.