Polis veto protects low prices, discounts and rewards for Colorado consumers

Colorado Gov. Jared Polis made the right decision in vetoing House Bill 26-1210, an act to “Prohibit Surveillance Price & Wage Setting.”

The bill relied on broad definitions that would have banned everyday practices that benefit shoppers, which include discounts, coupons, loyalty rewards and personalized savings. It would have also prevented retailers from recommending products based on shopping history and from offering targeted savings to groups like military veterans, teachers and senior citizens.   

As Polis noted in his veto statement, the bill’s overly broad approach would have done real harm to shoppers, rather than targeting genuinely harmful pricing practices where they exist.

In the governor’s own words, Coloradans “should be championing, not deterring,” opportunities to save money, especially amid this affordability crisis.  

The tools behind lower prices and better value

Retailers are in the business of building customer trust and loyalty. They do this by setting the most competitive prices for goods. Using data to spot consumer trends, manage supply chains and improve efficiency allows retailers to deliver more savings on more products more often. Loyalty programs, timely coupons and other rewards programs build and preserve that loyalty and are responsive to consumer needs. 

These are not tools of exploitation. They are tools of efficiency that help keep shelves stocked and prices fair. A law that penalizes lower prices as readily as higher ones is not a consumer protection — it harms consumers. 

Protecting savings, discounts and rewards for Colorado consumers 

The retail industry shares the governor’s confidence that existing frameworks provide meaningful and appropriately targeted safeguards for consumers without disrupting the legitimate business practices that benefit them. 

Legislators and governors across the United States should take note of Governor Polis’ thoughtful approach and his commitment to protecting consumers from actual harms, without eliminating popular discounts and rewards, and avoiding a new law that would create uncertainty for the retailers that serve them. 

The key to competitive viability in a crowded retail marketplace is offering value on relevant products that consumers seek to buy. Adding burdensome new regulations that micro-manage how retailers determine prices and compete for new customers will only lead to higher prices for all. Governor Polis’ veto protects retailers’ ability to deliver low prices and savings for Colorado families.