NJ S3952: Establishes "Fair Pricing and Transparency Act."

In one paragraph

New Jersey's S3952, the Fair Pricing and Transparency Act, would bar retail food stores with 50 or fewer employees from surveillance-based price discrimination, dynamic pricing and personalized pricing of groceries, and require them to post sale prices clearly. Stores of 15,000 square feet or more could not use electronic shelf labels until four years after the effective date. Introduced March 16, 2026.

Plain-English summary, written with AI assistance. The official text controls.

What it means for business

Grocery stores with 50 or fewer employees would have to post sale prices and stop surveillance-based, dynamic or personalized grocery pricing, or face Consumer Fraud Act penalties.

Key provisions

1. 1Sec. 3a: A retail food store must clearly and conspicuously post the sale price of groceries and other foodstuffs.
2. 2Sec. 3b: A retail food store may not use surveillance-based price discrimination, dynamic pricing, or personalized pricing based on behavior, inferred data or personally identifiable information.
3. 3Sec. 3b: Stores of 15,000 square feet or larger may not install, operate or use an electronic shelf label system until four years after the effective date.
4. 4Sec. 3c-d: Uniform price reductions for all consumers meeting disclosed criteria are exempt; loyalty programs are allowed if their data is not used to set prices.
5. 5Sec. 3e: A violation is an unlawful practice under the Consumer Fraud Act; the Statement gives penalties up to $10,000 for a first offense and $20,000 for later ones.
6. 6Sec. 4-6: Consumer Affairs must study electronic shelf labels within 12 months; takes effect on the first day of the seventh month after enactment.

Latest legislative action

Mar 16, 2026. Introduced in the Senate, Referred to Senate Commerce Committee

Sponsors (showing 5 of 9)

Roll call votes

Related and companion bills

• New Jersey A4742Establishes "Fair Pricing and Transparency Act."