NEW YORK, NY— A new poll found strong support among New York voters for banning companies from using personal data to charge different prices to different customers for the same products.
The survey, released by Groundwork Action as state lawmakers consider the One Fair Price package, found 70 percent of voters support prohibiting surveillance pricing practices in New York.
75 percent of respondents said it is unfair for companies to use personal information, including income, browsing history and location data, to charge different prices for identical goods.
Another 77 percent said companies should not use personal data to determine who receives discounts.
The poll also found broad skepticism toward businesses that rely on individualized pricing systems.
Nearly three in four voters said companies benefit more than consumers when personal data is used to set prices.
Support for loyalty programs and personalized discounts dropped sharply after respondents learned companies use personal data to determine pricing and discount eligibility.
Favorability fell from 88 percent to 50 percent, according to the survey.
While New York’s existing law requiring companies to disclose when personal data influences pricing received 72 percent support, an even larger share of voters, 77 percent, said lawmakers should ban surveillance pricing outright because disclosure requirements alone do not go far enough.
The poll also found voters remained unconvinced by arguments that restrictions on surveillance pricing would eliminate loyalty programs or digital coupons.
62 percent said they believed the proposed ban would only stop companies from charging different customers different prices.
When asked about discounts,22 percent said they preferred personalized discounts that allow some consumers to receive better deals than others.
The polling was released as New York City Council leaders introduced legislation restricting retailers from using personal data and rapid price changes to set prices.
One proposal from City Council Speaker Julie Menin would prohibit businesses from using personal information to determine fees, prices or discounts for individual consumers, while exempting loyalty programs and publicly disclosed discounts.
A separate bill introduced by Majority Leader Shaun Abreu would limit grocery stores to one price increase per item every 24 hours.
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