Ward Highlights Need to Ban “Surveillance Pricing” at San Diego Press Conference

SAN DIEGO — At a press conference this morning in San Diego, Assemblymember Chris Ward (D-San Diego) joined local leaders, consumer advocates, and labor groups to renew calls for a ban on “surveillance pricing”—a practice where companies secretly use personal data to charge different prices for the same product.

Ward’s legislation, AB 446, prohibits businesses from using consumer information—such as zip codes, browsing history, or income level—to manipulate pricing without the shopper’s knowledge. The bill, which passed the Assembly, is now awaiting a hearing in the Senate Judiciary Committee.

“Californians deserve to know when they’re being charged more because a retailer is tracking their every move online or in-store,” said Assemblymember Ward. “AB 446 is about fairness and transparency. For the same product, every shopper should pay one price — plain and simple.”

The bill is backed by consumer advocates, local leaders, and labor unions concerned about how unchecked data use is driving price discrimination and deepening economic disparities.

“Never before have companies had such cheap and easy access to massive troves of personal data—or such powerful analytical tools to exploit it,” said consumer protection attorney Tim Blood on behalf of the bills co-sponsor Consumer Watchdog. “This bill strikes at one of the most outrageous and predatory practices in the data economy.”

“Surveillance pricing is high-tech discrimination,” said San Diego Councilmember Sean Elo-Rivera. “It’s designed to squeeze every extra dollar from working people while keeping us in the dark. I’m grateful to Assemblymember Ward for leading the charge against corporate exploitation.”

“When prices change unexpectedly, it’s our members who get blamed,” said Maribel McKinze, Organizing Director of UFCW Local 135. “AB 446 ensures fairness at the register and protects working families from being targeted by profit-hungry algorithms.”

AB 446 builds on California’s broader efforts to ensure data privacy and consumer protection in the digital economy. The bill will be heard in the Senate Judiciary Committee in the coming weeks.