In one paragraph
Illinois's HB 4544 would create the Preventing Algorithmic Pricing Discrimination Act. Anyone who knowingly advertises personalized algorithmic pricing based on a person's consumer data would have to state that the price was set by an algorithm using the person's personal data, and pricing could not use protected class data to deny or vary offers. Filed January 22, 2026; referred to the House Rules Committee January 30, 2026 (co-sponsor added February 18, 2026); it has not passed either house.
Plain-English summary, written with AI assistance. The official text controls.
What it means for business
If enacted, sellers using algorithmic pricing based on consumer data would have to show the required disclosure and could not price using protected class data; insurers and financial services are exempt.
Key provisions
- Anyone who knowingly advertises or publishes an offer of personalized algorithmic pricing using consumer data specific to an individual must include the disclosure 'THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA' (Sec. 10)
- Personalized algorithmic pricing means dynamic pricing set by an algorithm that uses consumer data and may vary among consumers (Sec. 5)
- A person may not use protected class data in setting a price or offer if it has the effect of withholding or denying accommodations, advantages or privileges, or if the price differs from that offered to others based in whole or part on that data (Sec. 15)
- The Attorney General may seek an injunction (hearing on at least 5 days' notice), and a court may impose a civil penalty of up to $1,000 per violation; violations are unlawful practices under the Consumer Fraud and Deceptive Business Practices Act (Secs. 10, 20)
- Does not apply to licensed or authorized insurers and excess lines insurers, or to financial services such as financial institutions, broker-dealers and consumer credit providers (Sec. 10)
- Home rule units may not regulate algorithmic pricing less restrictively than the State (Sec. 25)
Latest legislative action
Feb 18, 2026. Added Co-Sponsor Rep. Michael Crawford
Sponsors (showing 5 of 20)
| Name | Role |
|---|---|
| Aaron Schock | Primary |
| Adriane Johnson D | Primary |
| David B. Reis | Primary |
| Debbie Meyers-Martin D | Primary |
| Eva-Dina Delgado D | Primary |
Topics and industries
Related topics
Affected industries
This page is general information, not legal advice. Summaries are AI-assisted and may contain errors; read the statute for the controlling text and talk to a lawyer about your situation. Full disclaimer · Report an error