Earlier in 2026, the governors of states including Maryland and Connecticut also signed measures that crack down on dynamic pricing. The National Grocers Association said that critics are presenting a distorted view of how grocers set prices, describing the term “surveillance pricing” as “alarmist.” They urged retailers to make a point of determining if and how they use personal data to set prices. The agency announced in mid-2024 that it had started looking into "whether and how firms are using detailed consumer data to deploy surveillance pricing for consumers." In addition, Barlow said he does not think political considerations will play a significant role in how the FTC handles dynamic pricing.