Colorado's House of Representatives passed HB 26-1210 on a 39-24 vote, targeting companies that use personal data and opaque algorithms to set individualized prices on goods like plane tickets and groceries. The bill would ban feeding personal data such as search history, finances, and online behavior into algorithms to determine prices or wages, classifying surveillance pricing as a deceptive trade practice enforceable by the attorney general. Loyalty programs, coupons, and supply-and-demand price fluctuations are exempt. A 2025 FTC report underpins the legislation, noting AI is enabling increasingly personalized pricing. Critics argue the bill is too broad and could inadvertently regulate standard HR analytics. The bill now moves to the Colorado Senate, as multiple other states consider similar measures.
