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NY A06765: Enacts the preventing algorithmic pricing discrimination act; requires the disclosure of algorithmically set prices.

In Committee New York

Last verified Oct 12, 2026 · official bill text

A06765 · where it stands

1 of 5 steps complete
  1. Introduced In committee
  2. Passed first chamber
  3. Passed both chambers
  4. Enacted
  5. Effective
What do these statuses mean?
Introduced
Filed in the legislature; may be waiting for a committee hearing.
Passed a chamber
Approved by one or both chambers; awaiting further action.
Enacted
Signed into law, or became law without a signature or over a veto.
Effective date
The date the law says it takes effect. Once it has passed, the page shows "Effective" and the date. A court order can still block a law; if we know of one, the summary says so.
Dead / vetoed
Vetoed, failed, or the session ended without action.

In one paragraph

New York's A 6765-A (the "Preventing Algorithmic Pricing Discrimination Act") would add General Business Law § 349-a, requiring anyone who knowingly advertises personalized algorithmic pricing based on an individual's consumer data to state "THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA", and § 396 would bar using protected class data in setting prices. Attorney General penalties up to $1,000 per violation. Would take effect on the 60th day after it becomes law. On the Assembly floor calendar (Cal. 173, January 7, 2026); it has not passed either chamber.

Plain-English summary, written with AI assistance. The official text controls.

What it means for business

None yet: the bill is pending. If enacted, sellers using personalized algorithmic pricing would have to display the disclosure, could not price on protected class data, and face Attorney General penalties up to $1,000 per violation.

Key provisions

  1. GBL § 349-a: personalized algorithmic pricing using consumer data specific to an individual must carry a clear and conspicuous disclosure: "THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA"
  2. Attorney General may seek an injunction on five days' notice and a civil penalty of not more than $1,000 for each violation; § 349-a provides for Attorney General enforcement only
  3. GBL § 396(3): no person may use protected class data to set a price if it withholds or denies advantages or yields different prices; aggrieved persons may sue under Executive Law § 297
  4. Consumer data excludes location data; dynamic pricing excludes promotions, loyalty benefits and temporary discounts
  5. Exempt: insurers licensed under the Insurance Law and excess lines insurers, and financial institutions, broker-dealers, investment advisors and consumer-credit providers
  6. Would take effect on the 60th day after it becomes law; amended March 25, 2025 and on the Assembly floor calendar, not passed

Latest legislative action

Jan 7, 2026. ordered to third reading cal.173

Sponsors (showing 5 of 29)

NameRole
D Primary
Primary
Primary
Primary
Primary

Related and companion bills

Topics and industries

Related topics

Algorithmic PricingAI Privacy

Affected industries

Consumer Protection

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

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Same topic in other states

Connecticut SB00004 An Act Concerning Consumer Privacy And Protection. Illinois SB3657 CONSUMER FRAUD-DIGITAL PRICING New Jersey A4685 Prohibits use and sale of algorithmic devices that set sale price of goods or se Rhode Island H7849 Creates the surveillance pricing and online retailing act that would prohibit al Tennessee HB1468 AN ACT to amend Tennessee Code Annotated, Title 29; Title 45; Title 47 and Title Oklahoma HB3959 Technology; Protecting Consumers and Jobs from Predatory Pricing Act; personaliz