In one paragraph
Illinois's HB 4717 (104th General Assembly) would require an entity that sets prices with personalized algorithmic pricing (dynamic pricing set by an algorithm using personal data) and advertises or offers it using the consumer's personal data to include the disclosure 'THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA'. A violation would be an unlawful practice under the Consumer Fraud Act. Referred to the House Rules Committee February 6, 2026.
Plain-English summary, written with AI assistance. The official text controls.
What it means for business
Not law. If enacted, businesses setting prices algorithmically with consumers' personal data would have to show the required disclosure, with Consumer Fraud Act enforcement.
Key provisions
- Entity using personalized algorithmic pricing and presenting it to a consumer using that consumer's personal data would include a clear and conspicuous disclosure
- Required wording: 'THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA'
- 'Personalized algorithmic pricing' means dynamic pricing set by an algorithm that uses personal data
- Would set exceptions; a violation would be an unlawful practice under the Consumer Fraud and Deceptive Business Practices Act
- Effective immediately if enacted; referred to Rules February 6, 2026 with no later action
Latest legislative action
Feb 6, 2026. Referred to Rules Committee
Sponsors (showing 5 of 17)
| Name | Role |
|---|---|
| Amy L. Grant R | Primary |
| Daniel V. Beiser | Primary |
| Jack D. Franks | Primary |
| Jeff Keicher R | Primary |
| Jim Durkin | 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