New York sued by National Retail Federation over surveillance pricing law

NEW YORK, July 2 (Reuters) - New York state was sued on Wednesday by the National Retail Federation over a new law designed to prevent retailers from using personal customer data to set prices, known as surveillance pricing.

In a complaint filed in Manhattan federal court, the trade group said the law violates its members' constitutional rights, and would impede them from using pricing algorithms to offer promotions, reward customer loyalty, and sometimes even lower prices.