What Does Connecticut P.A. 26-130 Require?
| Status | Enacted; signed June 4, 2026 |
|---|---|
| Takes effect | July 1, 2027 |
| Who the ban covers | Retail sellers (including retail food establishments) and third-party delivery services |
| Definition | “establishing a customized price for a consumer good or consumer service that is specific to a consumer or group of consumers based, in whole or in part, on the consumer’s personal data collected (A) through any technology … and (B) by the person establishing the customized price” |
| Disclosure | Anyone doing business in Connecticut who uses surveillance pricing for an online price, other than to set a discounted price, must show “THIS PRICE WAS INCREASED USING YOUR PERSONAL DATA” (or substantially similar), readily visible, plus the consumer’s Connecticut Data Privacy Act rights. Not required if the price is the bona fide market price |
| Not surveillance pricing | Discounts to retain, win back, attract or cross-sell; justifiable cost differences (location, selections, delivery) or supply and demand; discounts on publicly posted uniform terms, for broadly defined groups, or via a loyalty program consumers affirmatively join (terms must be posted on the website); correcting pricing errors or resetting after an outage |
| Exempt | Insurance licensees; credit decisions based on FCRA consumer reports or ECOA-permitted factors |
| Enforcement | Attorney General only, as an unfair or deceptive trade practice under CUTPA (§ 42-110b) |
| Private right of action | No |
Does the Law Cover Pricing for Groups of Consumers?
The revised definition adds “group of consumers”, so segment-based pricing can fall within it. Segment rules need the same review as individual pricing. See Does Pricing by Customer Segment Count as Surveillance Pricing?
How Does P.A. 26-130 Relate to P.A. 26-64?
Public Act 26-64 already bans surveillance pricing from October 1, 2026. This act revises the ban from July 1, 2027. See Connecticut P.A. 26-64.
What Have Consumer Advocates Criticized?
Consumer Reports welcomed the law but warned that businesses might raise list prices and then offer personalized discounts, and urged a private right of action.
How Can a Business Comply with Connecticut P.A. 26-130?
- 3. Segment: Turn personalization into short, readable, non-overlapping rules.