a. 1. A business shall not discriminate against a consumer because the consumer exercised any of the consumer’s rights under this title, including, but not limited to, by:
A. Denying goods or services to the consumer.
B. Charging different prices or rates for goods or services, including through the use of discounts or other benefits or imposing penalties.
C. Providing a different level or quality of goods or services to the consumer.
D. Suggesting that the consumer will receive a different price or rate for goods or services or a different level or quality of goods or services.
2. Nothing in this subdivision prohibits a business from charging a consumer a different price or rate, or from providing a different level or quality of goods or services to the consumer, if that difference is reasonably related to the value provided to the business by the consumer’s data.
b. 1. A business may offer financial incentives, including payments to consumers as compensation, for the collection of personal information, the sale of personal information, or the deletion of personal information. A business may also offer a different price, rate, level, or quality of goods or services to the consumer if that price or difference is directly related to the value provided to the business by the consumer’s data.
2. business that offers any financial incentives pursuant to subdivision (a), shall notify consumers of the financial incentives pursuant to Section 1798.135.
3. A business may enter a consumer into a financial incentive program only if the consumer gives the business prior opt-in consent pursuant to Section 1798.135 which clearly describes the material terms of the financial incentive program, and which may be revoked by the consumer at any time.
4. A business shall not use financial incentive practices that are unjust, unreasonable, coercive, or usurious in nature.