HR 9371
To require disclosure when personalized algorithmic pricing is used, and for other purposes.
May require changes to AI practices. Monitor and prepare.
TL;DR
Rep. Suhas Subramanyam (D-VA) introduced a bill requiring companies to tell customers when they're using AI or algorithms to set personalized prices based on individual data. If a retailer charges you $50 for a product while charging your neighbor $40 based on browsing history or location, they'd have to disclose that practice upfront.
How This Might Impact Your Business
E-commerce retailers, ride-share apps, travel booking sites, and streaming services using dynamic personalized pricing would need to add clear disclosures at the point of sale.
Disclosure requirements would likely apply when pricing varies by individual customer data (browsing history, device type, location, purchase history), not standard supply-and-demand pricing.
Companies using third-party pricing algorithms from vendors like Dynamic Yield, Pricefx, or Sniffie would still bear disclosure responsibility as the customer-facing seller.
Insurance and financial services firms using algorithmic underwriting for personalized rates could face new transparency obligations on top of existing fair lending rules.
Currently in early committee stage at House Energy and Commerce, meaning specific penalty amounts, enforcement agency (likely FTC), and exemption thresholds for small businesses are still undefined.
Bills like this often stall in committee, but the topic has bipartisan interest following FTC scrutiny of surveillance pricing practices in 2024.
No compliance deadline exists yet; any final law would typically include a 6 to 18 month implementation window.
What Should You Do
Ask your pricing, marketing, and data science teams to document where and how personalized pricing is currently used across your customer touchpoints.
Have legal review your existing privacy policy and checkout disclosures to see if personalized pricing is already mentioned or buried.
Benchmark how competitors disclose dynamic pricing today (airlines and rideshare apps are leading examples) to prepare a disclosure template you could deploy quickly.
Track this bill alongside the FTC's ongoing surveillance pricing study, since federal enforcement may move faster than legislation.
Brief your CEO and board that personalized pricing transparency is becoming a reputational and regulatory issue, not just a pricing optimization question.
Who It Affects
Sponsors
Status Timeline
committee
Referred to the House Committee on Energy and Commerce.
June 18, 2026
AI-generated analysis for informational purposes only. Not legal advice. Always consult a qualified attorney for legal guidance.
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