Colorado’s New “Surveillance Pricing” Bill Could Reshape Ecommerce Personalization Nationwide
May 26, 2026
Colorado lawmakers have passed HB 26-1210, a first-in-the-nation proposal that would prohibit businesses from using certain forms of “surveillance data” to set individualized prices or wages. The bill was passed on May 8th and now awaits action from Governor Jared Polis, who has not yet indicated whether he will sign or veto the legislation. He has 30 days from the date of passage to sign or veto the legislation. If he signs the bill, it will take effect in August of this year.…
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