California Surveillance Pricing Bill (AB 2564)
California, United States- Introduced
- Passed House
- Passed Senate
- Became Law
Would stop retailers from using personal data gathered through electronic surveillance to charge different customers different prices for the same goods.
Latest update
Passed the Senate 22-14; Assembly concurrence pending
This bill is still moving
This bill is still moving, so there's still time to lend your support.
Contact LawmakersWhat it does
AB 2564 generally prohibits retailers from setting a customized price for a consumer or group using personally identifiable information collected through electronic surveillance and processed through analytics, artificial intelligence, or similar systems. It also covers random price variations shown through websites and apps, while preserving defined exceptions for public sales, cost differences, negotiated prices, and certain discounts. The Senate passed the amended bill 22 to 14 on August 31, 2026; Assembly concurrence is still required.
Why it matters
Personal data should not become a hidden price tag. Surveillance pricing converts location, browsing behavior, device tracking, biometrics, and other personal attributes into an invisible assessment of what each person can be made to pay.
Our take
A market is not transparent when the price changes according to what a system has inferred about the person looking at it. AB 2564 targets the commercial payoff for surveillance: using the dossier not merely to advertise at someone, but to decide how much to charge them.
Timeline
Passed the Senate 22-14; Assembly concurrence pending
LatestPassed the Assembly 42-21 and sent to the Senate
Introduced in the Assembly
Sponsors
Assemblymember Christopher Ward, Sen. Aisha Wahab