What This Bill Does
This bill would require businesses to tell consumers when the price they see is being personalized by an algorithm. It targets practices where companies use data about a person, device, or behavior to adjust prices or offers in real time. The main effect would be on businesses that use dynamic or individualized pricing systems, while giving shoppers clearer notice when a price may not be the same for everyone.
- Requires disclosure when a price is personalized by an algorithm.
- Applies to businesses using individualized or dynamic pricing systems.
- Aims to give consumers notice before they accept a tailored price.
- Does not stop algorithmic pricing; it targets transparency.
- Would mainly affect online retailers, travel sites, ticket sellers, and app-based marketplaces.
Who This Bill Affects
If you shop online, buy event tickets, use delivery apps, or purchase travel services, this bill could affect how clearly a company must tell you whether the price is being adjusted specifically for you. The practical benefit is more transparency: you would be less likely to face hidden individualized pricing without warning, making it easier to compare offers and avoid being targeted with a higher price based on your data. For most people, that means a modest consumer-protection gain rather than a direct financial payment or tax change.
See how this bill affects you — sign in for a personalized analysisWho Supports & Opposes This
- Online shoppers and consumer advocates They argue people should know when a company is using their data to set a customized price. Disclosure helps consumers compare options, recognize possible price discrimination, and make more informed buying decisions.
- Privacy and digital-rights advocates They see personalized pricing as part of a broader data-driven economy where companies can infer willingness to pay from behavioral signals. Mandatory notice is a basic guardrail that makes invisible algorithmic practices more accountable.
- Small businesses competing with large platforms Some smaller sellers may favor clearer rules because transparency can reduce the advantage of firms with sophisticated pricing algorithms and make the marketplace feel fairer to customers.
- E-commerce and digital advertising businesses They may argue that disclosure requirements impose compliance burdens and could force them to reveal proprietary pricing methods. Some also contend that dynamic pricing helps match supply and demand and supports discounts for consumers when used responsibly.
- Marketplace platforms and travel/ticketing firms These firms may say personalized pricing allows better inventory management and more efficient promotions. They may worry that mandatory labels will confuse customers or reduce the ability to tailor prices in fast-moving markets.
- Data-driven retail and software vendors They may oppose broad definitions that could sweep in ordinary promotions, surge pricing, or recommendation tools. Their concern is that a disclosure mandate could chill legitimate pricing innovation and increase legal uncertainty.
Key Implications
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““require disclosure when personalized algorithmic pricing is used””
Companies would need to tell customers when a price is being adjusted specifically for them using automated systems. That changes the consumer experience by making individualized pricing visible before purchase.
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““personalized algorithmic pricing””
The bill centers on prices set through software using data about a shopper or transaction. In real-world terms, this could reach online checkout pages, app-based offers, and other digital sales channels.
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““for other purposes””
This language gives the measure room to include related consumer-protection provisions as it moves through Congress. In practice, that can mean additional disclosure or enforcement details may be added later.
Latest Status
June 18, 2026
Referred to the House Committee on Energy and Commerce.
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Ask AI about this billData sourced from api.congress.gov.