IA SF2278

Prohibits food retail establishments over 15,000 square feet (grocery stores) or over 85,000 square feet with at least 10% food sales area (big box stores) from using personalized algorithmic pricing or surveillance pricing based on consumer data

Defines surveillance pricing as offering customized prices derived from algorithms using consumer data that may vary among individuals or groups, excluding promotional offers, loyalty programs, and customer retention discounts

Requires electronic shelf labels to display a nondigital price presentation (physical sign, sticker, or tag) alongside electronic displays, with clear and conspicuous disclosure if dynamic pricing is used

Prohibits use of protected class data (ethnicity, age, disability, sex, sexual orientation, gender identity, pregnancy outcomes) in any algorithmic pricing decisions

Establishes civil penalties of $500 per violation per day, with enforcement by the attorney general and a private right of action allowing consumers to recover $1,000 or actual damages plus attorney fees