HB5756

Algorithmic Pricing Transparency Act requires disclosure of personalized pricing based on consumer data.

The Algorithmic Pricing Transparency Act mandates that entities selling goods or services online in Illinois must disclose if the price is personalized using consumer data. The disclosure must state "THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA." It must be presented next to the price, at checkout, or through a notice before completion of the transaction. The Act prohibits using certain personal information for algorithmic pricing and allows consumers to opt out of surveillance pricing. It exempts insurers and financial services providers. The Act takes effect January 1, 2028.