UT SB0293

Prohibits suppliers from using a consumer's personal data, biometric data, purchase history, or inferences from such data to increase prices charged to that individual consumer for goods or services

Allows exceptions for subscription-based pricing discounts, customer loyalty programs, coupons/promotions, and location-based pricing tied to supply/demand or operational costs rather than individual targeting

Requires suppliers using automatic pricing systems to store and retain for at least one year the prices charged and categories of personal data used to set those prices

Division of Consumer Protection may impose administrative fines up to $2,500 per violation and bring court actions seeking injunctions, disgorgement, and additional fines up to $2,500

Effective date is May 6, 2026, with certain provisions effective July 1, 2026; financial institutions subject to Gramm-Leach-Bliley Act are exempt