Bill > SB0177

This bill amends existing Utah law to establish the "Algorithmic Pricing Act," which will be administered and enforced by the Division of Consumer Protection. The Act defines "algorithm" as an automated process that uses rules to interpret data and produce a result, and "algorithmic pricing" as the use of an algorithm to set or change the price of a good or service based on a consumer's personal data, which is defined as any information that can be linked to a specific consumer or their device. Under this new law, if a supplier uses algorithmic pricing in a consumer transaction, they must clearly and conspicuously disclose that "THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA," unless the pricing practice is part of a loyalty, rewards, or promotional program that offers a discount or benefit. The Division of Consumer Protection is granted the power to impose administrative fines of up to $2,500 for violations and to bring legal actions to enforce the chapter, with courts also able to impose fines, issue injunctions, order disgorgement of funds, and award other necessary relief. The bill takes effect on May 6, 2026, with specific amendments to Section 13-2-1 taking effect on July 1, 2026.

Business and Industry

https://le.utah.gov/~2026/bills/static/SB0177.html