HB 4544

As introduced: - Requires a person using personalized algorithmic pricing to disclose that the price was set by an algorithm using the consumer's personal data with the statement: "This Price Was Set By An Algorithm Using Your Personal Data." - Prohibits the use of protected class data in algorithmic pricing if it results in discriminatory pricing or the withholding of goods or services. - Makes a violation of the Act an unlawful practice under the Consumer Fraud and Deceptive Business Practices Act. - Prohibits a home rule jurisdiction from regulating algorithmic pricing in a less restrictive manner than the algorithmic pricing regulation in this state measure. - Exempts insurers and financial services entities, including providers of credit cards, personal loans, and mortgages, from the provisions of the Act.