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Bill

Bill

HB 2458

RELATING TO SURVEILLANCE PRICING.

2026 Regular Session Introduced by Terez Amato and 16 co-sponsors

HB 2458 restricts companies from charging different prices based on personal data collected about individual consumers, aiming to prevent discriminatory pricing practices in Hawaii.

Received from House (Hse. Com. No. 426).
#exceptions #fines #food #prohibition #surveillancepricing
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WeVote Research Nonpartisan
Bill Summary · HB 2458

Legislative bill overview

HB 2458 addresses "surveillance pricing," a practice where companies charge different prices to consumers based on personal data collected about them. The bill, currently progressing through Hawaii's legislative process, establishes restrictions or regulations on how businesses can use consumer information to set individualized prices. The measure has advanced through committee hearings with amendments and received a favorable recommendation for passage.

Why is this important

Surveillance pricing represents a growing concern as companies increasingly use behavioral data, browsing history, location information, and demographic profiles to dynamically price goods and services. This practice can result in vulnerable populations—such as lower-income consumers, elderly individuals, or those with limited digital literacy—paying more for identical products than others. Hawaii's bill could establish statewide protections that influence how retailers, insurance companies, and online platforms conduct business.

Potential points of contention

  • Business compliance costs: Companies argue that implementing price transparency and fairness mechanisms requires expensive system changes and may reduce their ability to offer personalized discounts to loyal customers
  • Definition and enforcement challenges: Determining what constitutes impermissible "surveillance pricing" versus legitimate dynamic pricing or targeted promotions is technically complex and may create litigation uncertainty
  • Economic impact scope: Unclear whether restrictions apply only to in-state businesses or all companies serving Hawaii residents, and whether out-of-state enforcement is practical or creates competitive disadvantages

Compiled from official sources — confirm details with the bill’s official record.

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