NEWARK — Governor Mikie Sherrill signed the Fair Price Protection Act into law, protecting New Jersey shoppers from discriminatory surveillance pricing. This law puts New Jersey shoppers first by protecting their privacy and ensuring fairness in pricing.” Surveillance pricing uses consumer data, often gathered through large-scale data collection and artificial intelligence, to set prices for individual shoppers. While retailers have long adjusted prices based on market conditions, surveillance pricing allows them to tailor prices based on the characteristics of individual shoppers, often without their knowledge. The Fair Price Protection Act prohibits retailers from using personal data to set individualized prices on groceries and other necessities, but does not ban loyalty programs or discounts.