This bill aims to enhance consumer protection in New Jersey by prohibiting certain business entities, including airlines, large online retailers, ticket brokers, and transportation network companies, from employing personalized algorithmic pricing and surveillance-based pricing strategies. These pricing methods, which utilize consumers' personal data—including biometric and protected class data—to determine or adjust prices, are deemed unlawful practices under the state's consumer fraud act. The bill clarifies that while these businesses cannot use such pricing strategies, they are still allowed to offer discounts, promotional prices, or loyalty program benefits.

Violations of this bill will be treated as unlawful practices, subjecting offenders to monetary penalties of up to $10,000 for first offenses and up to $20,000 for subsequent offenses. Additionally, the Attorney General may issue cease and desist orders, and affected consumers may be entitled to punitive damages, treble damages, and recovery of costs. The bill is set to take effect four months after its enactment, with provisions for the Director of the Division of Consumer Affairs to adopt necessary regulations for implementation.