Governor Wes Moore announced the Protection from Predatory Pricing Act on January 20, 2026, in Annapolis as part of his legislative agenda for the 2026 Maryland General Assembly session. The proposed legislation aims to prohibit dynamic pricing and the use of surveillance data for individualized pricing in grocery stores across Maryland.
The bill targets the growing use of electronic shelf labels by retailers, which enable instant price changes. Proponents argue this technology could lead to dynamic pricing, where costs fluctuate based on time of day, weather, demand, or consumer-specific data, potentially increasing expenses for essential goods. The act would require grocery store prices to remain fixed for at least one business day and ban surveillance data—defined as information from observation or inference about consumer behavior or characteristics—in automated systems that set individualized prices.
This measure builds on the Maryland Online Data Privacy Act of 2024 by addressing data surveillance in the context of essential goods pricing. Violations would be classified as unfair or deceptive trade practices under the Maryland Consumer Protection Act. The Office of the Attorney General would handle enforcement, with civil penalties up to $10,000 for a first offense and up to $25,000 for subsequent offenses.
Moore made the announcement at a press conference, emphasizing consumer protection amid rising costs. “Marylanders deserve to know that the price they see on the shelf is the price they will pay at the register,” said Gov. Moore. “Our Administration is laser-focused on protecting Marylanders from skyrocketing costs. At a time when Marylanders are already stretched by the rising cost of groceries, housing, and everyday necessities, we must ensure that new technologies are not used to drive up the bill for working families.”
Support came from legislative leaders and advocacy groups. House Speaker Joseline Peña-Melnyk stated, “Dynamic pricing is predatory pricing and takes advantage of consumers at a time when many families are struggling to make ends meet. The House is pleased the Governor is taking initiative to limit this practice in Maryland. Data used against consumers is a breach of public trust and we look forward to working together.”
Delegate Kriselda Valderrama added, “Dynamic pricing is predatory pricing. We have no hesitation telling the marketplace that groceries are off-limits for these kinds of practices. Data used against Marylanders to create individualized grocery prices is a breach of public trust.”
Marceline White, Executive Director of Economic Action Maryland Fund, said, “Maryland families work hard to put food on the table for their families. The cost of groceries is making this harder and harder to do. Grocery store chains are using shoppers’ personal data to charge different prices to individuals for the same bag of groceries. We commend Governor Moore for introducing the Protection from Predatory Pricing Act to address this practice and create a level playing field for Marylanders to shop for the same goods at the same price.”
Debra Saltz, owner of BD Provisions, noted, “I am grateful to Governor Moore for recognizing this issue, especially given the rising costs of food in this country. My business is proud to have transparency with regard to pricing. All of our prices are clearly marked and don’t change depending on the weather or shopping habits of our customers. But as a consumer, I also have to shop in grocery stores that use these unfair practices. This is important legislation.”
UFCW Local 400 and UFCW Local 27 issued a joint statement: “The prospect of retailers using personal information such as income, race, gender, spending habits and more to charge customers different prices for the same purchase should alarm every consumer in Maryland. Being charged more for the same product just because of who you are is deeply unfair and opens the door to widespread and automated discrimination. Maryland lawmakers must take immediate action to stop this practice before it’s too late.”
Jane St. Louis, a UFCW Local 400 union member and shop steward at Safeway in Damascus, MD, said, “Charging different people different prices for the same product at the same store on the same day is deeply unfair. I’ve worked in retail for over 30 years, and I can tell you that any customer would be outraged if they learned they were being charged more for the same purchase as someone else, no matter the reason. It would be even worse to find out that companies were using your personal information to charge you more than other customers. In the long run, that’s bad for customers, bad for business, bad for everybody.”
The announcement occurred at BD Provisions in Severna Park, with Moore joined by Senate President Bill Ferguson and House Speaker Peña-Melnyk. Multiple news outlets reported the proposal, highlighting concerns over potential price gouging through technology already in use by some retailers. No coverage of this specific legislation appeared on the Southern Maryland Chronicle as of January 21, 2026, though the site has addressed grocery price increases in prior years, such as a 2022 article on inflation-driven changes in items like meat and eggs.
The bill addresses broader economic pressures on Maryland households, where grocery costs contribute to financial strain. It seeks to maintain transparency and fairness in pricing for essential items.
Dynamic pricing exists in sectors like ridesharing and airlines, but the proposal limits its application to groceries to prevent exploitation of consumers reliant on stable food prices.