IL HB4248

Creates the Algorithmic Pricing Transparency Act requiring online sellers to clearly disclose when prices shown to consumers are personalized based on their personal data ("surveillance pricing")

Disclosures must state the price is personalized, identify categories of personal data used, and provide a link explaining the entity's algorithmic pricing practices

Consumers have the right to opt out of surveillance pricing and receive a non-personalized baseline price upon request

Prohibits using race, religion, sexual orientation, immigration status, medical information, or criminal history to generate algorithmic prices, and bans inflating baseline prices to penalize consumers who opt out

Violations constitute unlawful practices under the Consumer Fraud and Deceptive Business Practices Act, with the Attorney General authorized to enforce and required to conduct annual public education programs on algorithmic pricing