GA HB1439

Prohibits retail food establishments (stores 15,000+ sq ft selling food, or 85,000+ sq ft with 10%+ food sales) from using "surveillance pricing"—adjusting prices for individual consumers based on personal data collected through sensors, cameras, facial recognition, or device tracking

Exempts discounts based on occupation, age, military service, or student status; loyalty program rewards based on purchase history; and electronic shelf label price changes that apply equally to all customers

Restricts electronic shelf label use for essential commodities (milk, bread, eggs, produce, meat, water, baby formula, medications, hygiene products) to no more than one price increase per 24-hour period, with required printed daily maximum prices

Defines "protected class data" to include ethnicity, national origin, age, disability, sex, pregnancy outcomes, and reproductive healthcare—price adjustments cannot be based on this data even when using electronic displays

Violations constitute unfair or deceptive trade practices under Georgia's Fair Business Practices Act, enforceable by the Attorney General and through private lawsuits