UT SB0177

Suppliers using algorithmic pricing that sets prices based on a consumer's personal data must display the disclaimer: "THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA"

"Algorithmic pricing" is defined as an automated process that changes or sets the price of goods or services based on a consumer's personal data, including any information linked to a specific consumer or their electronic device

Loyalty, rewards, and promotional programs that result in discounted prices or financial benefits to consumers are exempt from the disclosure requirement

The Division of Consumer Protection will enforce the new Algorithmic Pricing Act, with authority to impose administrative fines up to $2,500 per violation

Effective date is May 6, 2026, with certain provisions taking effect July 1, 2026