KY HB33

Prohibits "surveillance pricing" — the practice of using personal data collected through electronic tracking (browsing history, geolocation, device characteristics) to charge individual consumers different prices for the same goods or services

Requires all Kentucky consumers be offered the same base price for purchasable goods and services, regardless of their individualized data profiles

Permits price adjustments based on non-individualized factors like real-time market demand, inventory levels, competitor pricing, or time-of-day, as long as the adjusted price applies uniformly to all consumers

Allows differentiated pricing for participants in voluntary loyalty, rewards, or discount programs, and for legitimate cost differences like shipping to different zones

Adds new definitions to Kentucky's existing data privacy law (KRS 367.3611) including "automated-decision system," "base price," "individualized data," and "surveillance pricing"