Wire · regulatory
Virginia May Go After Data-Based Surveillance Pricing
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Fusion42 · 6 October 2026 · Fusion42 review
Virginia is considering legislation to ban companies from using combined personal data and purchasing history to set custom prices, while still allowing discounts based on purchase history alone. The bill aims to prevent price discrimination based on personal data and follows similar laws in Maryland, New Jersey, and Connecticut.
This Wire brief sits within Fusion42's coverage of E-commerce.
◆ ◆ The Wire takeaway
Virginia’s move to restrict price setting using personal data signals a rising regulatory risk for any business using surveillance pricing. You must reassess your pricing algorithms and disclosure practices to avoid legal hurdles and potential customer backlash.
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1 source · 6 Oct 2026
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