What is surveillance pricing, and why is Sen. Gallego trying to make it illegal?

TUCSON, Ariz. (13 News) - As holiday shopping continues, Sen. Ruben Gallego is trying to protect consumers at the federal level.

It’s called the One Fair Price Act . The bill would prevent companies from being able to use customers’ personal data to set different prices for each person.

Statistics show that online sales are growing around 10% year-over-year, but each click and search is being watched.

“You’re being followed by cookies that are like little crumbs that follow you wherever you go,” said Dr. Ed Ackerley with the University of Arizona Eller College of Management.

Tons of information, all on your tech devices, is changing the prices for each individual consumer from products to produce.

“Right this very moment,” Lindsay Owens with Groundwork Collaborative