Sacramento, CA – Today, the United Food and Commercial Workers (UFCW) Western States Council applauded the California State Assembly for passing AB 446 (Ward). AB 446 will prohibit businesses from using the personal information of a consumer to adjust the price of goods based off their individualized data profile, a practice known as surveillance pricing (SP). This bill will also establish enforcement mechanisms, including a private right of action and civil penalties, to prevent discriminatory and unfair pricing practices that squeeze the maximum amount of profit from each consumer. The following statement may be attributed to Mark Ramos, President, UFCW Western States Council and UFCW Local 1428:
“It’s crucial that we protect consumers and workers from overreach through the use of technology. Companies have used technology for decades to maximize profits at the expense of consumers, and with the introduction of tools like digital shelf tags and facial recognition, prices could change minute to minute. Customers deserve to be charged the same price for the same product, and with this vote, the Assembly agreed. UFCW is proud to sponsor AB 446.”
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FOR IMMEDIATE RELEASE
May 13, 2025
Contact: Jenna Thompson, [email protected], 949.246.1620