SB838

Virginia SB838 prohibits surveillance pricing and requires transparency in consumer pricing.

Virginia SB838 aims to protect consumers by prohibiting surveillance pricing, which involves setting prices using personal data to offer different prices to different consumers for the same goods or services. The bill mandates that entities and service providers clearly disclose any bona fide custom discounts and their use of prior purchase history data. It also requires the automatic application of such discounts to be disclosed. The Attorney General has exclusive authority to enforce the provisions of this chapter, with potential civil penalties for violations.