On January 27, the California attorney general announced an investigative sweep targeting businesses’ use of consumer personal information to engage in surveillance pricing. The initiative is focused on whether companies are using data such as shopping history, location, and demographics to set individualized prices for goods and services. The release noted that these practices could violate the California Consumer Privacy Act. It also stated that California’s attorney general would be sending letters to businesses in the retail, grocery and hotel sectors, requesting details on data usage, pricing policies, and compliance with algorithmic pricing, competition, and civil rights laws.