Andrew Wood, Executive Director for TechNet, said House Bill 1210Â could put widely used consumer discounts at risk, including loyalty programs, retention offers, and other targeted promotions, arguing that the proposal does not adequately protect savings many Coloradans rely on as they navigate rising costs and inflation.
“We share the goal of protecting consumers from exploitative pricing practices, but House Bill 1210 is not the right approach. Even with the proposed changes, the bill fails to resolve key issues and in some respects makes them worse, particularly with an exemption framework that is too narrow. Loyalty programs, retention offers, win-backs, and subscription pricing would remain unprotected, putting Colorado at risk of prohibiting the discounts and promotions consumers rely on,” Wood said in his testimony before lawmakers.
Wood made his remarks during the House Business Affairs and Labor Committee hearing on HB26-1210, which concerns proposed restrictions on individualized pricing and wage setting based on surveillance data.Â
“A more targeted approach would focus on restricting price increases only, preserving consumer benefits while addressing harmful conduct,” he added.
The bill advanced out of committee on a narrow 7–6 vote after several hours of testimony, according to the Colorado General Assembly.
The debate over HB26-1210 comes as personalized promotions and loyalty incentives play a significant role in helping consumers manage costs amid ongoing inflation. Colorado’s retail and technology sectors contribute substantially to the state’s economy, with consumer spending increasingly shaped by data-driven discounts used to compete with national retailers, according to the Colorado General Assembly.
Nationally, loyalty programs and targeted discounts represent a multi-billion-dollar segment of retail marketing. Surveys indicate that a majority of American consumers participate in such programs to reduce costs, while retail associations warn that restrictions could alter competitive dynamics and limit consumer choice in price-sensitive markets, according to TSS Colorado.
Wood oversees TechNet’s state-level advocacy efforts from Denver. TechNet is a trade association representing technology CEOs and senior executives focused on innovation policy across multiple states, including Colorado.
