HR 6253
Algorithmic Transparency and Choice Act
TL;DR
Representative Kat Cammack's bill would force large online platforms to disclose when they use algorithms to curate content, ads, or search results, and give users a way to opt out of algorithmic personalization. It targets recommendation systems on social media, search engines, and e-commerce sites, requiring plain-language transparency notices and a non-algorithmic alternative feed or ranking option.
How This Might Impact Your Business
Social media platforms, search engines, and large e-commerce sites using recommendation algorithms would need to add user-facing disclosures explaining how content is ranked and personalized.
Users must be given a toggle to switch off algorithmic curation (think chronological feeds instead of AI-ranked ones), which could reduce ad targeting effectiveness and engagement metrics.
Ad tech and programmatic advertising firms would face new transparency obligations around how ads are matched to users, affecting targeting-based revenue models.
Small platforms would likely be exempt based on user thresholds (common in similar bills, typically under 1 million monthly active users), though the exact threshold depends on final markup.
Enforcement would likely fall to the FTC, with civil penalties for non-compliance that could reach millions per violation based on comparable federal tech statutes.
Product and engineering teams would need lead time (typically 12 to 24 months post-enactment) to build opt-out infrastructure and disclosure interfaces.
Companies embedding third-party recommendation engines (Shopify merchants, publishers using content recommendation widgets) would need to verify vendor compliance.
What Should You Do
Inventory every algorithmic system that touches end users, including content feeds, product recommendations, search ranking, and ad targeting, so you know your exposure.
Ask your product and legal teams whether your platform could technically support a non-personalized user experience and estimate the engineering cost.
Review vendor contracts with recommendation engine and ad tech providers to confirm they can support transparency and opt-out features if this passes.
Track the bill's progress through the full committee (it just cleared subcommittee by voice vote) and flag any user threshold language that determines whether you are in scope.
Brief your marketing and revenue teams on potential impacts to engagement and ad performance if opt-out rates prove significant.
Who It Affects
Sponsors
Status Timeline
committee
Forwarded by Subcommittee to Full Committee by Voice Vote.
December 11, 2025