Bill > AB2564

This bill, titled "Surveillance Pricing," aims to protect consumers by prohibiting retailers from charging different prices for goods based on personally identifiable information collected through electronic surveillance technology, a practice defined as "surveillance pricing." This means retailers cannot use data gathered from methods like cameras, device tracking, or biometric monitoring to offer customized prices to specific individuals or groups. The bill clarifies that this prohibition does not apply to genuinely discounted prices offered under specific, publicly disclosed criteria, such as for signing up for a mailing list, participating in a loyalty program, or being part of a broadly defined group like students or military personnel, as long as these discounts are uniformly applied to all eligible consumers and their terms are clearly advertised online. Enforcement of this new law, which adds Part 5.6 to Division 4 of the Civil Code, can be initiated by public prosecutors to seek civil penalties, up to $12,500 per violation, and injunctive relief, while consumers can pursue actions for injunctive relief. Any attempt by a consumer to waive these rights is declared void and unenforceable, and the bill's provisions are intended to align with and further the goals of the California Privacy Rights Act of 2020.