Media Coverage
Source: The Capital Forum
Media Coverage
Press Contacts: Erik Cummins, Matt Hyams, Taina Rosa, Olivia Meyer
06.17.26
California Attorney General Rob Bonta has launched an Affordability Response Team to coordinate enforcement and consumer protection efforts across key sectors, including housing, healthcare, insurance, childcare and other household expenses. Backed by proposed funding in Governor Gavin Newsom’s budget, the initiative is intended to protect consumers, promote fair competition and address everyday costs for Californians.
Litigation partner Mark Krotoski noted that algorithmic pricing is likely to be a key focus area for the new team, particularly in light of recent amendments to the state’s Cartwright Act, which prohibits the use of certain pricing algorithms and coercive pricing practices.
He also expects there will be focus on surveillance pricing, given Bonta’s ongoing investigation into the practice and whether it violates California’s consumer privacy law. In parallel, the state legislature is considering a bill that would explicitly ban surveillance pricing.
Recent coverage indicates the new task force is expected to rely on California’s existing consumer protection framework to target hidden fees, predatory practices and other drivers of affordability concerns, raising questions about whether similar enforcement approaches may emerge in other states.
Krotoski added that it would not be surprising, given California’s tendency to serve as a bellwether for broader national regulatory trends.
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