Committee advances bill limiting surveillance‑based individualized pricing and wage setting after hours of testimony from privacy advocates and business groups

The Colorado Senate Business, Labor & Technology Committee voted 3–2 to advance House Bill 12‑10 to the Committee of the Whole after a lengthy hearing featuring both supporters and opponents of the measure.

Sponsors described the bill as a consumer‑protection and small‑business measure to prohibit companies from using surveillance data and automated systems to set individualized prices or wages. “This bill draws a line: you cannot use a person's private surveillance data to secretly decide maximum prices that they'll pay or the minimum wage they'll accept,” sponsor Senator Judah said.

Proponents — including privacy groups, workers’ organizations and civil‑rights advocates — warned that algorithmic pricing and wage systems can exploit personal data, reinforce discrimination and target people in vulnerable moments. Nina DeSalvo of Towards Justice said individualized pricing “disconnects prices and wages from value” and deepens inequities, while gig workers and drivers described receiving different pay for identical work.

Business and trade groups testified in opposition or with concerns. Representatives from the Colorado Retail Council, Colorado Chamber and other business associations argued the bill’s current definitions are too broad and risk cutting off pro‑consumer practices like loyalty programs, targeted coupons and some pricing tools. Rebecca Hernandez of the Denver Metro Chamber said the bill “misses the mark” by sweeping in many legitimate, consumer‑facing uses of data and creating litigation and compliance risk for small businesses.

Sponsors noted they have been working with stakeholders and anticipated amendments to address intersections with federal law and clarify exceptions. Committee debate touched repeatedly on questions of scope, practical enforcement and whether the bill would ban commonly used discounts and credit‑access tools.

Senator Judah moved HB 12‑10 to the Committee of the Whole with a favorable recommendation; the committee polled and the bill passed 3–2. Senators recorded votes as: Judah — Aye; Whiston — No; Rich — No; Henriksen — Aye; Chair — Yes. The bill will go to the Committee of the Whole for additional consideration and any amendments.