NM SB223

Prohibits businesses from setting individualized prices for goods or services based on personal information obtained through observation, inference, or surveillance of consumers

Allows differential pricing only when justified by actual cost differences, publicly available discount programs (for groups like military, veterans, students, seniors), or when operating as an insurer

Exempts credit decisions based on Fair Credit Reporting Act consumer reports and use of properly de-identified data with technical safeguards against re-identification

Authorizes the Attorney General to enforce violations as unfair trade practices with civil penalties up to $10,000 per violation for willful conduct

Creates private right of action for aggrieved consumers to recover actual damages plus 8% prejudgment interest, $3,000 per violation, or treble damages for bad-faith violations, plus attorney fees and costs