US States Introduce 40 Bills to Curb Surveillance and Dynamic Pricing in 2026

Consumer frustration with dynamic pricing is fueling a growing legislative push across the United States, with bipartisan lawmakers introducing 40 bills across 24 states in 2026 aimed at curbing what critics call 'surveillance pricing.'

Surveillance pricing refers to the practice of using personal data such as browsing history, geographic location, and purchase patterns to set individualized prices for different customers. The wave of legislation follows several high-profile controversies, including a lawsuit against JetBlue and public criticism of FIFA's dynamic ticket pricing for the 2026 World Cup, where final match tickets reportedly reached as much as $33,000.

'The incredible exponential growth in efforts to contain dynamic pricing suggests we may be reaching a tipping point,' said Lindsay Owens of the Groundwork Collaborative.

For pricing software vendors and their enterprise customers, the regulatory momentum means compliance and pricing transparency features are becoming a competitive differentiator rather than an afterthought. Companies operating dynamic or personalized pricing programs should expect an increasingly fragmented, state-by-state compliance landscape over the next 12-18 months.