With the rise of AI making it faster and easier for companies to track and target consumers, Gallego is taking action to protect against unfair pricing practices
WASHINGTON – Today, Senator Ruben Gallego (D-AZ) introduced first-of-its-kind Senate legislation to outlaw surveillance pricing. The One Fair Price Act would prevent companies from being able to use customers’ personal data to set individualized prices.
“When you go to the grocery store, you expect to pay the exact same price for milk as the person in line behind you. But imagine if they charged you more for milk because they know you have growing kids at home and that you need it more than the person behind you. You’d be outraged. It may seem far-fetched, but increasingly that’s exactly what’s happening, especially when shopping online,” said Senator Gallego.
“Greedy corporations are compiling Americans’ personal data and using AI to find their ‘pain point’ – the maximum they’re willing to pay. That’s not fair pricing, that’s predatory pricing. My bill puts an end to it.”
In January, initial findings from a Federal Trade Commission (FTC) study showed that retailers frequently use customers’ personal information – everything from their location to the type of device they are searching on – to set tailored prices for goods and services. Under the Trump administration, the FTC canceled the investigation.
The One Fair Price Act would ban companies from charging different prices to different customers for the same product at the same time.
You can find the full text of the legislation HERE.
You can also find a one-page explainer of the bill HERE and a section-by-section analysis HERE.
“Dystopian surveillance pricing schemes are fueling our country’s affordability crisis, allowing corporations to weaponize personal data by filtering it through opaque algorithms to extract the maximum price consumers are willing to pay,” said Lee Hepner, Senior Legal Counsel at American Economic Liberties Project. “Price discrimination shreds the social fabric by eroding consumer solidarity and our ability to hold predatory corporations accountable on equal terms. It is a direct threat to the financial independence of all Americans, and largely responsible for why our whole economy feels like a giant scam. The One Fair Price Act restores sanity to our economy, while protecting fair discounts and predictable prices. We’re pleased to support and endorse this bill, and urge Congress to pass it swiftly.”
This is not the first time Senator Gallego has pushed back on pricing strategies that could hurt American families. Earlier this year, he led his colleagues in demanding answers from the CEO of Delta after the airline announced it would be moving toward an AI pricing model.
As a member of the House, Senator Gallego pushed the FTC to investigate rental pricing software company RealPage. He also introduced the Junk Fee Prevention Actto eliminate hidden fees and require companies to post the full price of goods and services upfront. He recently supported the Act’s reintroduction in the Senate.
12/9/25