Product Pricing Amendments

SB 177 requires businesses using algorithmic pricing (where prices change based on a consumer's personal data) to include a specific disclaimer when setting or displaying those prices. It directly affects suppliers - such as retailers or service providers - that regularly use algorithms to adjust prices for goods or services. The bill defines "algorithmic pricing" and makes it a deceptive practice to fail to provide the required disclaimer, as outlined in amended Utah Code Sections 13-11-3 and 13-11-4. This policy change mandates clear disclosure to consumers about algorithm-driven pricing without introducing new funding or broad regulatory changes.