Bill > S2515

This bill proposes to add a new section to Massachusetts law that prohibits food stores and food departments from using customers' biometric data (such as facial recognition, fingerprints, voice prints, or eye scans) to suggest products or adjust pricing. The bill defines key terms like "food store" and "food department" to include various retail establishments selling groceries, and clarifies that biometric data refers to unique biological characteristics that can identify an individual. Specifically, the legislation allows customers to voluntarily use biometric data only for identity verification at point of sale, but prevents stores from using such data to personalize pricing or product recommendations. If a food store or department violates this prohibition, it would be considered an unfair or deceptive practice under consumer protection law, with potential penalties of either actual damages or $5,000, whichever is higher. The bill aims to protect consumer privacy by preventing retailers from using sensitive biological data for marketing or pricing strategies without explicit consent.

Budget and Finance

Advanced Information Technology, the Internet and Cybersecurity (Joint)

https://malegislature.gov/Bills/194/S2515