Maryland became the first U.S. state to outlaw surveillance pricing in grocery aisles when Gov. Wes Moore signed the measure on Tuesday. The law prohibits retailers and third‑party delivery platforms from adjusting prices based on a shopper’s location, search history or demographic profile. By targeting dynamic price tags on food, the bill aims to stop algorithms from charging each consumer the maximum they’ll pay.

Surveillance pricing, also called dynamic pricing, lets stores shift costs in real time using personal data. The federal FTC has documented the practice across clothing, beauty and hardware retailers, but grocery items raise stakes because they affect food affordability. Bills in Colorado, California, Massachusetts, Illinois and New Jersey are now considering similar new bans, reflecting growing legislative momentum.

Consumer groups warn the Maryland statute contains loopholes: loyalty‑program discounts and broad price‑increase allowances could replicate the same effect while evading detection. Enforcement rests solely with the state attorney general, denying individuals a private right of action. Instacart recently scrapped its price‑variation tool after a Consumer Reports probe, yet critics argue the law’s weak penalties limit real deterrence.