New House Bill Would Bar Individualized and Facial-Recognition Food Pricing at Large Retailers

What the Fed? AI Newsroom · Published on October 27, 2026

WASHINGTON — Rep. Eugene Vindman introduced H.R. 10905 on Oct. 22, a bill titled to prohibit individualized pricing, dynamic pricing and pricing based on facial-recognition technology at large retail food stores and their online platforms. The measure was referred to the House Energy and Commerce Committee.

The proposal puts a consumer-economy question before Congress: whether grocery retailers should be barred from varying prices for individual shoppers, changing prices dynamically or using facial-recognition technology in pricing. The bill’s title identifies those three practices and the retailers it seeks to cover at a high level. The retrieved legislative record does not yet include official bill text, however, so it does not establish the bill’s legal definitions, coverage rules, exceptions, enforcement system or penalties.

In ordinary usage, individualized pricing can mean a price tailored to a particular customer, while dynamic pricing can mean a price that changes over time or with conditions. The title also names pricing based on facial-recognition technology. Those are explanations of the policy terms, not verified statutory definitions for H.R. 10905.

The debate raised by the proposal includes competing concerns. Supporters of limits could emphasize clear prices for shoppers and limits on the use of personal or biometric information in a food purchase. Retailers and technology companies could argue that flexibility in pricing can help manage inventory, reduce waste or provide targeted discounts. The available primary-source record contains no statements from the sponsor, committee offices or outside groups setting out their positions.

Introduction is the step in which a House member formally submits a bill. Referral sends it to a committee for possible consideration; it is not committee approval and does not make the proposal law. The record lists H.R. 10905 as introduced and referred to Energy and Commerce, with no further action shown. Questions for any later committee work include how Congress would distinguish the named pricing practices from ordinary discounts or promotions, which retailers and online platforms would be covered, and how any rule would be enforced.