NJ A4085

Prohibits business entities from using personalized algorithmic pricing, surveillance pricing, or any pricing strategy that sets or varies prices based on a consumer's personal data, including biometric data, genetic information, and protected class characteristics.

Defines "surveillance pricing" as customized pricing based on data collected through electronic surveillance technology such as sensors, cameras, device tracking, and biometric monitoring.

Violations constitute unlawful practices under New Jersey's consumer fraud act, punishable by up to $10,000 for a first offense and $20,000 for subsequent offenses, plus potential cease and desist orders, punitive damages, and treble damages.

Exempts discounts, promotional prices, and loyalty program benefits from the prohibition.

Takes effect on the first day of the seventh month following enactment, with the Director of the Division of Consumer Affairs authorized to adopt implementing regulations.