Consumer Protection - As introduced, prohibits an entity from setting the price of a specific good or service using personalized algorithmic pricing; designates a violation as an unfair or deceptive act or practice affecting trade or commerce in violation of the Tennessee Consumer Protection Act of 1977. - Amends TCA Title 29; Title 45; Title 47 and Title 66.

HB 1468 prohibits businesses in Tennessee from setting prices for specific goods or services using "personalized algorithmic pricing" - a practice where algorithms adjust prices based on personal data about individual consumers. The bill directly affects most businesses operating in Tennessee (including retailers, service providers, and online platforms) but excludes insurance companies, financial institutions under federal law, and subscription-based agreements. Violating this rule would be treated as an unfair or deceptive practice under Tennessee's Consumer Protection Act, subjecting violators to existing penalties and remedies like fines or consumer restitution. The law takes effect on July 1, 2026, and does not apply to price adjustments based on factors like mileage or trip duration in ride-sharing services.