Pink items marketed to women and their blue counterparts for men would have to cost the same in California, under
a bill passed by the state Senate Thursday.
The bill’s supporters cite a New York City study that found products that are essentially the same cost more when they’re geared to women.
"The price differences are truly astonishing when you look at the details in the Department of Consumer Affairs report," says Democratic Senator Connie Leyva. "For example, a red boys’ scooter cost $24.99, while a girls’ pink scooter cost $49.99."
The legislation would expand a current state law that prevents gender-based price discrimination. A company that markets a “substantially similar product” separately to men and women would have to price both the same.
The retail industry opposes the bill and calls it unworkable. Groups say it’s often not the product, but the marketing that costs more.
The bill passed largely along party lines and now moves to the Assembly.
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