HB4717
ALGORITHMIC PRICING DISCLOSURE
TL;DR
Illinois Rep. Amy Grant's HB4717 would require any company using algorithms plus personal data to set individualized prices to display a clear disclosure reading 'THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA' on every offer, ad, or listing. Violations would be treated as deceptive business practices, exposing companies to Illinois Attorney General enforcement. Insurance companies, banks, and existing subscription discounts are exempt.
How This Might Impact Your Business
E-commerce, ride-share, travel, ticketing, and streaming companies that personalize prices based on browsing history, device data, or purchase behavior would need to add a mandatory disclosure label to every price shown to Illinois consumers.
The exact required language is prescribed: 'THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA', and it must appear in the same medium and near the price, not buried in terms of service.
Applies to any entity 'doing business' in Illinois, with no small business carve-out, so a Shopify merchant using dynamic pricing tools faces the same rule as Amazon.
Insurance carriers, banks and Gramm-Leach-Bliley-covered financial institutions are fully exempt, as are discounted renewal prices offered to existing subscribers.
Rideshare and for-hire vehicle pricing based purely on mileage and trip duration is excluded, but surge pricing tied to rider-specific data likely is not.
Enforcement runs through the Illinois Attorney General under the Consumer Fraud and Deceptive Business Practices Act, which carries civil penalties up to $50,000 per violation plus restitution and injunctive relief.
Effective immediately upon becoming law, meaning no grace period for companies to retrofit pricing displays if the bill passes.
What Should You Do
Ask your pricing, marketing, and data science teams whether any current pricing logic uses personal data (cookies, account history, device ID, location beyond trip mileage) to set individualized prices for Illinois shoppers.
Have legal and UX teams draft a compliant disclosure treatment now so it can be deployed quickly if the bill advances; the statutory language is fixed and must be 'clear and conspicuous.'
If you are an insurer, bank, or GLBA-covered financial institution, confirm with counsel that your product lines fall inside the exemption before assuming you are safe.
Track HB4717 out of the Illinois House Rules Committee; assign someone to flag committee assignment and any hearing schedule.
Review vendor contracts with third-party personalization and dynamic pricing platforms to determine who is responsible for surfacing the disclosure at checkout.
Who It Affects
Sponsors
Status Timeline
introduced
Referred to Rules Committee
January 30, 2026