Lawmakers in 24 States Push 40 Bills to Curb Surveillance Pricing as Consumers Sue Airlines
Updated
Updated · The Guardian · Jun 24
Lawmakers in 24 States Push 40 Bills to Curb Surveillance Pricing as Consumers Sue Airlines
3 articles · Updated · The Guardian · Jun 24
Summary
Forty bills in 24 states have been introduced in 2026 to restrict “surveillance pricing,” while new class actions target JetBlue and other companies over data-driven individualized prices.
Consumer anger is being fueled by dynamic pricing, junk fees and limited alternatives, with activists arguing consolidation lets companies raise prices and worsen service because customers have nowhere else to go.
Complaints about goods and services jumped 16% in the first quarter, even as customer retention increased, a sign that unhappy consumers often stay because switching options are weak or nonexistent.
Corporate profits rose to a $3.9 trillion annualized rate in the first quarter of 2026, after reaching 15.8% of GDP in late 2025, while labor’s share stayed below 10%, sharpening concerns about inequality.
States and cities are emerging as the main arena for pushback, with consumer advocates saying rules adopted in large markets such as California and New York could force industrywide changes.
With competition nearly gone in key industries, what real power do consumers have beyond simply saying no?
Are corporate price cuts a true change of heart or just a temporary fix to evade new regulations?
From Maryland to Congress: The 2026 Surge in Laws Targeting Surveillance Pricing and Algorithmic Discrimination
Overview
In 2026, legislative efforts to curb surveillance pricing have intensified, with both federal and state governments pushing to regulate how companies use personal data to set customized prices. Lawmakers are increasingly uneasy about opaque AI systems that determine what individuals pay, as critics warn these practices can lead to unfair charges for some consumers. Maryland has taken the lead with its Protection From Predatory Pricing Act, House Bill 895, marking one of the first major legislative moves against surveillance pricing. This law, enforced by the Maryland Attorney General, clearly signals a strong intent to address the use of personal data in pricing decisions.