Colorado Governor Vetoes Surveillance Pricing Ban as Public Backlash Against the Tech Grows

June 3, 2026 - 17:44

Colorado Governor Jared Polis has vetoed a bill that would have banned "surveillance pricing," a practice where companies use personal data to set individualized prices for goods and services. The decision comes as public frustration mounts over how technology firms and retailers track consumer behavior to adjust costs in real time.

The proposed legislation aimed to stop businesses from using data like location, browsing history, or past purchases to charge different prices to different customers for the same item. Supporters argued the practice is invasive and unfair, especially for people who cannot easily shop around. They pointed to examples where ride-sharing apps or airline websites show higher prices to users in wealthier neighborhoods or to those with fewer alternatives.

But Polis, in his veto letter, said the bill was too broad. He expressed concern that it would "discourage perfectly acceptable uses of technology," such as personalized discounts or loyalty programs that benefit consumers. The governor also warned that the ban could stifle innovation and hurt small businesses that rely on data analytics to compete with larger rivals.

The veto has drawn sharp criticism from consumer advocacy groups and some state lawmakers. They argue that Polis is siding with big tech companies over ordinary Coloradans. "This is a green light for corporations to keep exploiting personal information for profit," said one state senator who sponsored the bill. Meanwhile, industry groups praised the decision, saying the market should regulate itself.

The debate in Colorado reflects a larger national conversation about data privacy and corporate power. As more Americans become aware of how their information is used, pressure is building on lawmakers to act. For now, surveillance pricing remains legal in the state, and the fight over its future is far from over.