Relating to: prohibiting retail dynamic price gouging of consumer goods and providing a penalty.
This bill prohibits retail sellers from using artificial intelligence or other computational systems to set personalized prices for individual consumers when selling packaged consumer goods. It defines "dynamic price gouging" as using consumer data, such as information from data brokers or surveillance technology, to create customized prices for specific buyers. Retailers who violate this rule could face warnings, civil penalties of up to $10,000, or legal injunctions preventing them from continuing the practice. The law applies to goods intended for personal or household use and takes effect four months after publication.
Bill status
failed
1 of 4 stages cleared
Introduction
Mar 2026
Committee Review
Floor Vote
Governor
Introduced Mar 19, 2026
Last action Jun 1, 2026
Floor votes
How they voted
No floor votes recorded yet.
Full legislative history
Actions timeline
Total actions
4
Key actions
0
Committee
0
Mar 19, 2026
Introduced
Introduced by Senators Roys, Carpenter, Dassler-Alfheim, Larson, Ratcliff, Spreitzer and Wall;
cosponsored by Representatives McGuire, Arney, Clancy, Mayadev, Miresse, Sinicki, Stubbs, Udell and Palmeri
upper
7 primary · 0 co-sponsors
Sponsors
Ask Maddy
·
AI policy assistant
Ask Maddy about SB 1171
Scope: WI
Hi! I can help you understand SB 1171. What would you like to know?
Try one of these
i
Maddy answers using official bill text and legislative records. Always verify before sharing.
Sources cited inline