Summary

This bill amends The Consumer Protection and Business Practices Act to prohibit retailers and online platforms from using algorithms and consumer data to charge different prices to different customers for the same goods. It defines personalized algorithmic pricing as automatically setting prices based on individual consumer data such as browsing history, income level, location, or willingness to pay, and makes such pricing an unfair business practice.

The bill targets what is sometimes called 'dynamic pricing' or 'price discrimination' by automated systems. It bans stores and online platforms from using algorithms to charge you more for the same item than they charge someone else based on data they have collected about you. This data could include your shopping history, which device you are using, where you live, when you get paid, or how much the system thinks you are willing to spend. The ban applies to physical stores using electronic price tags that can change prices remotely, to websites selling goods directly, and to platforms like delivery apps that connect you with suppliers. If a retailer does want to charge you a higher price than others, they must tell you clearly why your price is higher and get your explicit consent after that disclosure. The bill does not specify how violations will be penalized, but existing enforcement provisions in the Consumer Protection Act would apply. The bill leaves key implementation details to future regulations.