Illinois HB4544 mandates disclosure of personalized algorithmic pricing and prohibits its use based on protected class data.
HB4544, known as the Preventing Algorithmic Pricing Discrimination Act, requires businesses to disclose when prices are set by an algorithm using consumer data. It prohibits using protected class data in setting prices if it results in unequal treatment or different prices for similar goods or services. The Attorney General can seek injunctions and civil penalties for violations. Exemptions include insurers and financial services. The Act amends the Consumer Fraud and Deceptive Business Practices Act, making violations unlawful practices.
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