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Vermont committee weighs ban on "surveillance pricing" that tailors prices to consumers' data
Summary
Sen. Rebecca White introduced S.207 to prohibit "surveillance pricing," arguing companies use personal data to charge different customers different prices. Legislative Council staff and committee members discussed definitions, enforcement authority for the attorney general, and exemptions such as insurance; no vote was taken and members asked for further study with state regulators.
Senator Rebecca White introduced S.207 on Jan. 30 to curb what she called "surveillance pricing," a practice she said allows companies to use personal data to set individualized prices for goods and services. "If you are someone who purchases things online or goes and looks at flights or even takes an Uber, this bill will be relevant to you," Sen. White told the Senate Economic Development, Housing & General Affairs Committee.
The bill, as presented, would prohibit sellers from using covered personal information—examples cited include browsing history, rewards-card data and other personally identifiable information—to offer a price that differs from a "standard price" offered generally. "Surveillance pricing is when a company takes data about you ... to decide the price of a good or a…
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