Senator Moore proposes bill against biometric data pricing in Massachusetts grocery stores

On March 24, 2025, Massachusetts lawmakers introduced Senate Bill 47, a significant piece of legislation aimed at protecting consumers from what is termed "surveillance pricing" in grocery stores. Proposed by Senator Michael O. Moore, the bill seeks to prohibit the use of biometric data—such as fingerprints, voiceprints, and other unique biological patterns—collected from individuals within food retail environments to determine pricing strategies.

The primary goal of Senate Bill 47 is to address growing concerns about privacy and consumer rights in an era where technology increasingly intersects with daily shopping experiences. As grocery stores adopt advanced technologies to enhance customer service and streamline operations, the potential for misuse of sensitive biometric data has raised alarms among privacy advocates and consumers alike. The bill aims to ensure that individuals are not subjected to variable pricing based on their biometric information, which could lead to discriminatory practices and undermine trust in retail environments.

Key provisions of the bill include a clear definition of biometric data and a prohibition against its use for pricing purposes. Notably, the legislation explicitly excludes digital photographs and audio or video recordings from its definition of biometric data, focusing instead on more sensitive biological measurements.

The introduction of Senate Bill 47 has sparked discussions among lawmakers, privacy advocates, and the grocery industry. Supporters argue that the bill is a necessary step to safeguard consumer privacy and prevent potential exploitation. Critics, however, express concerns about the implications for technological innovation in retail and the potential burden on businesses that may rely on data analytics for competitive pricing strategies.

As the bill progresses through the legislative process, its implications could extend beyond grocery stores, potentially setting a precedent for how biometric data is handled across various sectors. Experts suggest that if passed, this legislation could inspire similar measures in other states, reflecting a growing national dialogue on privacy rights in the digital age.

In conclusion, Senate Bill 47 represents a proactive approach to consumer protection in Massachusetts, addressing the intersection of technology and privacy in everyday transactions. As the bill moves forward, its outcomes will be closely watched by both advocates and industry stakeholders, highlighting the ongoing need for balance between innovation and individual rights in an increasingly data-driven world.