A few states have enacted laws to limit surveillance pricing, which uses a customer’s personal data to set prices. Under the law, these businesses are prohibited from using personal data to set a price for a specific shopper for most groceries. “The last thing they need is companies secretly using their personal data to charge them more than someone else for the exact same product.” Ned Lamont in June, broadly prohibits retailers and third-party delivery services from using surveillance pricing. It includes exceptions for discounts and certain price differences unrelated to a shopper’s personal data.