Technology (Emerging Technology · Privacy)

HF 3408 bans retailers from setting personalized prices for goods based on consumer surveillance data like facial recognition, biometric scans, or location tracking. It directly affects stores selling physical items (including retail food stores) by prohibiting the use of electronic surveillance technology to create customized pricing for individual shoppers. The bill defines prohibited data broadly to include biometric information, browsing history, and other personal details collected through surveillance methods. Retailers must now use standard pricing approaches instead of surveillance-based price setting.