Your Data Might Determine How Much You Pay for Eggs

A newly enacted New York law requires retailers to say whether your data influences the price of basic goods like a dozen eggs or toilet paper, but not how. If you're near Rochester, New York, the price for a carton of Target's Good & Gather eggs is listed as $1.99 on its website. It's unclear why the prices differ, but a new notice on Target's website offers a potential hint: "This price was set by an algorithm using your personal data." A recently enacted New York State law requires businesses that algorithmically set prices using customers' personal data to disclose that. According to the law, personal data includes any data that can be "linked or reasonably linked, directly or indirectly, with a specific consumer or device." The law doesn't require businesses to explicitly state what information about a person or device is being used or how each piece of information affects the final price a customer sees.