Colorado Considers Rules Against Price Tricks That Watch Your Every Move

Colorado lawmakers are trying to stop companies from spying on shoppers just to charge more. A proposed bill, HB 1210, would ban the use of algorithms that adjust prices for groceries, hotels, and other goods based on personal data. The idea is to prevent stores from charging one person more because of where they live, how much they earn, or even how desperate they seem. Supporters say this "surveillance pricing" turns buyers into targets. Instead of setting fair prices, companies use AI to guess what each person will pay—and then squeeze as much as possible from them. A study last year found that people shopping the same items on Instacart got different prices at the same store. Airlines and ride-shares have faced similar complaints, with some drivers seeing wildly different fares for the same route.Big business groups argue these tools help them offer smart discounts and adjust prices based on demand. They say banning the practice could mean fewer deals for everyone. But critics call it a sneaky way to exploit personal details. The bill’s backers say it still allows normal discounts—just not secret price hikes based on hidden data. The bill has already passed the House but faces pushback from the governor, who worries it disrupts free markets. Business groups say the rules are too broad, while consumer advocates argue most Coloradans actually want this stopped. A competing poll claims big majorities oppose limits on loyalty programs, but supporters say those discounts are fair—unlike hidden tricks. Colorado tried a similar ban last year but shelved it. Now, lawmakers hope to make HB 1210 the toughest state law on surveillance pricing by mid-May, when the session ends. Whether it passes or gets watered down in debate remains unclear.