HB4544

E-commerce retailers, ride-share apps, travel booking sites, streaming services, and any consumer-facing business using personalized dynamic pricing would need to add a prominent on-screen disclosure at the point of every personalized price offer.

Using protected class data (ethnicity, age, sex, disability, sexual orientation, gender identity, pregnancy, reproductive health) to set different prices for different individuals would be flatly prohibited, even indirectly through proxy data.

Insurers and financial services companies (banks, broker-dealers, RIAs, credit card issuers, mortgage lenders, personal loan providers) are fully exempt, so the burden falls on retail, hospitality, tech platforms, and consumer services.

Loyalty program discounts, promotional pricing, and customer retention offers are carved out of the definition of 'dynamic pricing,' so standard marketing programs remain untouched.

Civil penalties reach up to $1,000 per violation, and because this is folded into the Consumer Fraud Act, the Attorney General can pursue enforcement without proving any consumer was actually harmed.

Home rule cities like Chicago cannot pass weaker rules, so compliance is statewide and uniform.

Bill is still in introduced status with two sponsors, so timing of enforcement is uncertain, but companies operating in Illinois should treat this as an early warning.