Across party lines, nearly 80% of voters say it is unfair for companies to use personal data to set prices and demand a ban on the practice
New polling from Groundwork Collaborative and Data for Progress finds that an overwhelming majority of Americans want to ban the use of surveillance pricing – a deceptive tactic used by big corporations that weaponizes consumers’ personal data to set prices on everyday goods and services. The poll reveals that over three-quarters (76%) of Americans said they support efforts that bring an end to the algorithmic pricing scheme.
Since the start of 2026, at least 40 bills targeting personalized algorithmic pricing have been introduced in at least 24 states. Legislative momentum accelerated after Groundwork’s 2025 investigation with Consumer Reports and More Perfect Union found that Instacart was running pricing experiments on unsuspecting shoppers, a practice Instacart dropped after public backlash.
As high grocery prices drain working families’ budgets, the polling released today finds that Americans overwhelmingly believe in one fair price for all consumers – 80% of voters agree that every customer should pay the same price for the same item. Consumers are savvier than corporations give them credit for. The majority of Americans don’t buy the industry argument that banning surveillance pricing will bring an end to loyalty programs and discounts. In fact, 72% of voters say they would accept smaller discounts on average if it means all customers are offered the same price.
Groundwork’s Executive Director, Lindsay Owens, shared her reaction to the results:
“For generations, consumers could expect to pay the same price for the same item at the same store. Those days are behind us. Corporate greed, supercharged by new technology, has rigged the game against shoppers.
“As prices on everyday essentials hit painful highs, families struggling to put food on the table shouldn’t have to worry that corporations are using their personal data to drive prices even higher. The numbers are clear: Americans are fed up with being ripped off and want an end to surveillance pricing.”
Background
Voters believe surveillance pricing is fundamentally unfair and support policies to rein it in, including an outright ban.
Support for loyalty programs plummets upon learning how personal data is used, and voters would trade smaller discounts for price transparency.
