Veto protects Colorado consumers, preserves affordability tools, and prevents unintended harm to small businesses
The Denver Metro Chamber of Commerce today thanked Governor Jared Polis for vetoing HB26-1210, legislation that was intended to address misuse of consumer data but, in practice, would have swept far more broadly and put everyday affordability tools at risk for Colorado families and small businesses. The Chamber had urged a veto because the bill’s structure and definitions were overly broad and would have created serious unintended consequences across ordinary commerce.
“On behalf of the Denver Metro Chamber and the many employers, entrepreneurs and local businesses we represent, we thank Governor Polis for vetoing HB26-1210,” said Leslie Oliver, Vice President of External Affairs for the Denver Metro Chamber of Commerce. “Colorado consumers are already feeling the pressure of higher everyday costs, and this bill would have made affordability worse — not better — by putting common discounts, promotions and loyalty pricing at legal risk. The Governor’s veto protects practical savings tools that help families stretch their budgets.”
HB26-1210 sought to restrict the use of “surveillance data” in individualized price and wage setting, but the Chamber warned that the bill’s definitions were so expansive they could capture routine business practices and compliance obligations far beyond the bad actors lawmakers intended to target.
The Chamber emphasized the bill would impact Colorado’s small employers hardest, including family-owned retailers, restaurants, and local service providers that rely on promotions and targeted offers to compete. Rather than risk lawsuits or costly compliance burdens, many smaller businesses would have little choice but to eliminate consumer-friendly programs such as personalized discounts, loyalty pricing, and other promotions that help attract and retain price-sensitive customers.
“Too often, bills like this are described as consumer protection measures when the real-world effect is the opposite,” Oliver said. “When you make it harder for businesses to offer discounts, rewards and targeted promotions, consumers lose opportunities to save money. That is especially harmful in an affordability environment like the one Colorado families face today. This veto helps ensure that efforts to protect consumers do not accidentally take away the very tools that can make everyday goods and services more affordable.”
The Chamber agrees Colorado can and should address genuinely abusive or discriminatory data practices through a more targeted, carefully tailored policy approach — one that protects consumers without penalizing lawful, pro-consumer business practices or placing disproportionate burdens on smaller employers. Effective safeguards should focus on true harms rather than broad restrictions that inject uncertainty into everyday pricing, promotions and workforce decisions.
“The Chamber supports thoughtful consumer protections and accountability for bad actors,” Oliver said. “Colorado can lead on responsible data protections without undermining affordability, innovation, or the ability of small businesses to compete. We appreciate the Governor’s leadership and welcome the opportunity to work with lawmakers on a narrower, smarter approach that works for every Coloradan.”
About the Denver Metro Chamber of Commerce
The Denver Metro Chamber of Commerce is the architect of tomorrow, igniting change and driving progress to build dynamic economies and communities. With more than 150 years of trust and impact, the Chamber advocates for effective public policy, develops civic leaders, and works to build a vibrant, business-friendly economy that creates opportunity for all Coloradans.
