Governor Andrew M. Cuomo today launched a new campaign to eliminate the pink tax in New York State this year. The campaign will include a series of events across the State to rally support for the elimination of the pink tax, as well as a social media campaign and a new hashtag - #PinkTax - to raise awareness and inform New Yorkers about the proposal. In the early 1990s, several studies reported disparities between the costs of substantially similar goods and services depending on if they were marketed for men or for women. Despite increased public discourse around gender-based pricing discrimination, recent research indicates that the problem still persists. To address these disparities, the Governor's budget proposal includes legislation to prohibit gender-based pricing discrimination for substantially similar goods and services. The legislation will require certain service providers to post price lists for standard services; businesses that violate the law would be subject to civil penalties.