Could your face change what you pay? NYC wants limits on biometric tracking

New York City lawmakers are pushing to ban private businesses from using biometric tools such as voice and facial recognition to track the public, with the New York City Council holding a hearing over two bills aimed at banning city landlords and businesses from using facial recognition technology.

One proposal would make it illegal for any public place to identify or verify a customer with biometric recognition, while the other would prohibit landlords from installing, activating, or using biometric recognition technology that identifies tenants or their guests. The article notes that in New York City, businesses that collect biometric data are already required to post standardized signs informing people of this collection.

It explains surveillance pricing as a practice where detailed consumer data and behavioural signals can be used to dynamically adjust prices, potentially charging different prices to different people and even targeting vulnerable groups. The piece argues that laws with teeth and enforcement are the most effective remedy, and it suggests avoiding stores that advertise biometric scanning when possible. 20 March 2026.