Colorado Governor Jared Polis vetoed legislation that would have banned companies from using surveillance data to set worker wages and consumer prices. The vetoed bill would have been the nation's strongest safeguard against algorithmic pricing.
The measure faced opposition from the Democratic governor despite backing from consumer advocates who criticized Polis for prioritizing corporate interests over workers. The bill would have prohibited businesses from leveraging personal data—such as browsing history, location, and purchase patterns—to dynamically adjust prices or compensation.
Colorado's proposal came as other states advance similar restrictions. Maryland became the first state to approve surveillance pricing limits in April, specifically targeting grocery stores. The Colorado veto signals potential corporate pushback against broader algorithmic pricing restrictions gaining momentum nationwide.
Consumer advocates argue surveillance pricing disproportionately harms low-income workers and shoppers, who face higher prices while employers leverage data to suppress wages. The Colorado veto leaves the state without protections that advocates say are critical as companies increasingly deploy algorithmic pricing systems.
The Democratic governor's decision highlights internal party divisions over regulation of corporate data practices.
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