Key Facts

• Colorado’s vetoed bill would have banned companies from using personal data and algorithms to set customized prices and wages.
• Governor Polis said the bill was too broad and could block helpful uses of technology.
• The bill covered all industries and included protections for workers’ wages and prices paid by consumers.
• Surveillance pricing means companies use data like location, purchase history, financial status, and habits to set prices or wages.
• Critics say surveillance pricing lets companies charge more to those willing to pay more and pay less to workers willing to accept less.
• Maryland passed a limited ban on surveillance pricing for grocery items only in April 2025.
• Other states such as Illinois, California, Massachusetts, New Jersey, Connecticut, and New York are working on surveillance pricing laws.
• This is the second time Governor Polis vetoed a surveillance pricing bill; he also vetoed a bill banning rent-setting algorithms using similar data.