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“Surveillance pricing” sounds simple: stop companies from using your data to charge you more. But some state proposals go much further, restricting personalized discounts too. That difference could determine whether shoppers keep some of the deals they use every day.

There are two very different ways states are approaching this: 1️⃣ Target personalized markups 2️⃣ Restrict personalized price changes in either direction The second approach can catch discounts along with higher prices.

What can get caught up in broader restrictions? ✅ Personalized coupons ✅ Cart-abandonment discounts ✅ Loyalty rewards ✅ Win-back offers ✅ Subscription discounts Same technology, but a very different impact on shoppers depending on how the law is written.

Maryland drew a clearer line: covered grocers and delivery services can’t use personal data to charge an individual shopper more, while the law preserves a range of personalized discounts. Other states have considered broader restrictions that can reach price reductions too.

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