In one paragraph
Wisconsin's SB 1140 would restrict grocery retailers' use of personalized algorithmic pricing on essential consumer goods: required disclosure on each such price, no electronic display of those prices in grocery stores of 15,000+ square feet, no pricing that varies by protected traits, and no buying consumer data from data brokers for pricing. Introduced March 19, 2026 and referred to the Senate Licensing, Regulatory Reform, State and Federal Affairs Committee; failed to pass pursuant to Senate Joint Resolution 1 on March 23, 2026, so it did not pass.
Plain-English summary, written with AI assistance. The official text controls.
What it means for business
None: the bill did not pass. It would have required grocery retailers (over 50% of revenue from packaged food) to disclose and limit algorithmic pricing on essential goods.
Key provisions
- Creates s. 100.309: a grocery retailer (sells essential consumer goods and gets over 50% of annual revenue from packaged food) may not advertise, offer or sell an essential consumer good at a price set in whole or in part by personalized algorithmic pricing unless it carries the statement "This price was set by an algorithm using personal data."
- Personalized algorithmic pricing means pricing set by an algorithm (including AI and machine learning) that produces fluctuating prices from real-time processing of consumer data; promotions, loyalty programs and temporary discounts are excluded
- A grocery store (15,000+ square feet) could not electronically display such a price in the same field of vision as the product
- Prices could not vary based on a consumer's sex, race, color, creed, disability, sexual orientation, national origin or ancestry, and a grocery retailer could not buy consumers' personal information from a data broker for pricing
- Forfeiture of up to $1,000 per violation, or $1,000 to $2,000 for a knowing violation; DATCP or DOJ could investigate, DATCP, DOJ or a district attorney could sue, and an aggrieved person could sue for damages and attorney fees
- DATCP could write rules; the act would take effect on the first day of the 4th month beginning after publication
Latest legislative action
Mar 23, 2026. Failed to pass pursuant to Senate Joint Resolution 1
Sponsors
| Name | Role |
|---|---|
| Carpenter | Primary |
| Dassler-Alfheim | Primary |
| Ratcliff | Primary |
| Smith | 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