The Seattle City Council passed the Fair Pricing and Transparency Act (CB 121267), making Seattle the first U.S. city to prohibit personalized pricing in grocery sales. Supported by Consumer Reports, the bill bans using personal data — such as browsing history, location, income inferences, family size, and health conditions — to alter grocery prices for individual consumers. It allows various discounting practices while requiring transparency and limiting consumer profiling. The bill now awaits Mayor Wilson's signature.

Grace Gedye, senior policy analyst at Consumer Reports, stated: "Nobody should pay more for basic necessities because a data broker is quietly collecting information... The price you see shouldn't be different based on who you are." Consumer Reports' investigations revealed extensive data collection by Kroger, including 62-page shopper profiles, and found Instacart's algorithmic pricing created price differences up to 23% for identical products, potentially costing families over $1,200 annually. Instacart later ended its differential pricing program but allows partners to test promotions. CR also uncovered Uber and Lyft charging significantly different prices for the same rides and advertising discounts off inflated original prices.

Maryland, Connecticut, and New Jersey have enacted similar state-level bans. Consumer Reports continues its Make the Price Right campaign advocating for fair pricing transparency.