New Jersey Governor Mikie Sherrill signed the Fair Price Protection Act, barring retailers from quoting one shopper a different price than another on groceries and household essentials based on browsing behavior, location, or past purchases. Loyalty programs and ordinary discounts remain legal, so what the law reaches is pricing tuned to what an algorithm guesses a given customer will pay. Electronic shelf labels get a separate one-year freeze on new installations while the state's Innovation Authority examines the technology, though stores may keep running, fixing, and swapping out units already mounted. Enforcement falls to Attorney General Jennifer Davenport, who says her office will pursue it. UFCW, which represents grocery workers, backed the shelf-label pause as chains nationwide move to adopt the hardware.
