HB 5756

Creates the Algorithmic Pricing Transparency Act. Provides that any person or entity that sells or offers to sell goods or services through an online platform to consumers in the State shall provide a clear and conspicuous disclosure if the baseline price for a specific consumer is personalized and generated using surveillance pricing. Provides that a consumer may opt out of surveillance pricing and a covered entity shall provide the consumer with a non-personalized baseline price for the goods or services. Prohibits a covered entity from using specified personal information to generate algorithmic pricing. Provides that price changes that are the result of specified allowable conduct are not prohibited under the Act. Exempts insurers and providers of financial services from the requirements of the Act. Provides that a violation of the Act is an unlawful practice under the Consumer Fraud and Deceptive Business Practices Act. Preempts home rule. Amends the Consumer Fraud and Deceptive Business Practices Act to make a conforming change. Restricts private rights of action to enforce the Algorithmic Pricing Transparency Act. Effective January 1, 2028.