Story perspectives

Gov. Sherrill Signs Law Banning Retailer Personalized Pricing

7/26/2026

Summary

Story summary

Governor Mike Sherrill signed a law on July 23, 2026 banning retailers from using surveillance data for individualized pricing.
FTC Chair Lina M. Khan said a January 2025 study found retailers use location, demographic and browsing data for targeted pricing and announced an investigation.
Rep. John Ray Clemmons (D-Tenn.) introduced a 2026 bill banning personalized algorithmic pricing, which the Senate Commerce and Labor Committee’s General Subcommittee considered on April 7.

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Story summary

Governor Mike Sherrill signed a law on July 23, 2026 banning retailers from using surveillance data for individualized pricing.
FTC Chair Lina M. Khan said a January 2025 study found retailers use location, demographic and browsing data for targeted pricing and announced an investigation.
Rep. John Ray Clemmons (D-Tenn.) introduced a 2026 bill banning personalized algorithmic pricing, which the Senate Commerce and Labor Committee’s General Subcommittee considered on April 7.