Sponsors (4)
Requires disclosure and an immediate opt-out when prices are set by algorithms using personal data, bars penalties for opting out, and gives FTC and states enforcement authority.
The bill increases transparency and consumer choice around algorithmic personalized pricing and creates federal enforcement, at the cost of new compliance burdens and legal ambiguity for businesses and while leaving insurance and credit consumers without new protections.
Consumers who see prices set by algorithms will be clearly informed whenever a price is individualized with a visible notice stating: "This price was set by an algorithm using your personal data."
Consumers can immediately opt out of personalized pricing, view the price they would pay after opting out, and are protected from being denied service, charged more, or given lower quality for opting out.
Consumers gain a federal enforcement and reporting channel because the FTC must be notified and can enforce the rules, giving customers a national avenue to report violations.
Businesses (especially small businesses) must build opt‑out systems, disclosure displays, and reporting processes, creating compliance costs that may be passed on to consumers.
Carve-outs and narrow definitions (e.g., for dynamic pricing, delivery/time-based differences, group discounts) will likely generate disputes and legal uncertainty about what pricing practices must comply, reducing clarity for consumers and businesses.
Consumers in insurance and credit markets receive no new protections because those markets are exempted, leaving differential pricing based on personal data intact for those important services.
Based on analysis of 2 sections of legislative text.
Official title: To require disclosure when personalized algorithmic pricing is used, and for other purposes.
Introduced June 18, 2026 by Suhas Subramanyam · Last progress June 18, 2026
Requires businesses that use personalized algorithmic pricing to tell consumers when a price was set by an algorithm using their personal data, display that notice next to the offered price, and offer an immediate authenticated opt-out. It bars adverse treatment of consumers who opt out, requires notice to the Federal Trade Commission when such pricing begins or ends, and authorizes FTC enforcement and state parens patriae suits for violations. Exemptions include insurance and credit products, certain dynamic pricing and group-discount programs, limited jurisdictional uses of location/IP, and price differences tied only to delivery distance or time. The bill also forbids businesses from offering individualized prices during customer-service interactions (complaints, billing errors, delivery problems) and requires the FTC to provide a reporting mechanism for violations within one year of enactment.