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Regulation2026-07-30

New Jersey Governor Mikie Sherrill signed the Fair Price Protection Act on 23 July 2026, barring businesses from using consumer data to set prices for individual shoppers. The law also pauses new installations of digital shelf price displays for one year while a state authority studies them; retailers that already use them may keep, repair or replace them. Loyalty program pricing and discounts for broad groups such as teachers or veterans are unaffected.

What changed

New Jersey retailers could set prices for individual shoppers based on personal data, and could install digital price displays without restriction.

  • one-year moratorium on new electronic shelf labels
  • takes effect on the first day of the seventh month after enactment

What you need to act on it

  • selling to consumers in New Jersey

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