New York state now requires businesses to charge men and women the same price for the same product or service. 

The so-called "Pink Tax" ban went into effect Wednesday. 

The governor's office says the law, which was passed in April, will prohibit businesses from charging different prices for essentially the same thing. 

An example would be an inflatable pool float, which is priced differently based on the color blue or pink. 

Businesses who are found to violate the law face civil penalties.