OK HB3959

Prohibits food retail establishments over 15,000 square feet from using electronic shelving labels (ESLs) or digital shelf display technology, requiring non-digital price presentation instead

Bans all food retailers from engaging in personalized algorithmic pricing or surveillance pricing, which sets customized prices based on individual consumer data collected through sensors, cameras, device tracking, or biometric monitoring

Requires food retailers using algorithmic pricing based on personal consumer data to display a clear disclosure stating "THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA"

Prohibits collection or use of data from minors under 17 for targeted advertising or personalized pricing, and bars use of protected class data (ethnicity, age, disability, sex, etc.) in setting prices

Authorizes Attorney General enforcement with civil penalties up to $7,500 per violation, grants private right of action to aggrieved persons, and exempts financial services and insurers; effective November 1, 2026