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Colorado Governor Polis Vetoes Bill Banning Personalized Pricing

6/4/2026

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Summary

Story summary

Governor Jared Polis vetoed House Bill 1210, which would have barred companies from using consumer data to set individualized prices in Colorado.
Polis said the bill was overly broad, could hinder free-market operations, and was his second veto this year and ninth overall in 2026.
Polis also rejected other bills, leaving him two vetoes short of the state record, while the vetoed bill warned that companies were spying on consumers.

History

Historical Context

The EU’s 1995 Data Protection Directive required all member states to adopt strict privacy rules by 1998, creating a continent-wide model of comprehensive data safeguards. Colorado’s House Bill 1210, vetoed by Governor Jared Polis, sought similar limits on price-discrimination using consumer data, echoing the EU approach. Its defeat could spur other U.S. states to consider comparable privacy-centric pricing rules.

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Story summary

Governor Jared Polis vetoed House Bill 1210, which would have barred companies from using consumer data to set individualized prices in Colorado.
Polis said the bill was overly broad, could hinder free-market operations, and was his second veto this year and ninth overall in 2026.
Polis also rejected other bills, leaving him two vetoes short of the state record, while the vetoed bill warned that companies were spying on consumers.

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