SB 1140 Wisconsin Senate · 2025-2026 Regular Session

Relating to: algorithmic pricing of essential consumer goods, granting rule-making authority, and providing a penalty.

This bill would require grocery retailers in the state to disclose when they use algorithms to set personalized prices for essential consumer goods like food and household products. It prohibits retailers from displaying algorithmically set prices on electronic screens in stores and bans using consumer data from brokers to determine these prices. The law also forbids pricing that varies based on protected characteristics like race, sex, or disability. Violations could result in fines of up to $2,000 per incident, and individuals harmed by violations could sue for damages and legal fees.
Bill status failed 1 of 4 stages cleared
Introduction
Mar 2026
Committee Review
Floor Vote
Governor
Introduced Mar 19, 2026 Last action Mar 30, 2026
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Full legislative history

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Committee
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Mar 19, 2026
Introduced
Introduced by Senators Smith, Carpenter, Dassler-Alfheim and Ratcliff; cosponsored by Representatives Palmeri, Clancy, Joers, Madison and Mayadev
upper
4 primary · 0 co-sponsors

Sponsors