NY Personalized Pricing Law: Know Your Price, Know Your Data

What if your shopping history was used against you to hike up prices? A new New York law now forces companies to reveal their personalized pricing tactics. Businesses must now display a clear warning: “This price was set by an algorithm using your personal data.” Despite a lawsuit from the National Retail Federation, the law is moving forward, and companies like Uber are already showing the disclosure to New York customers. This landmark legislation provides a vital new tool for government oversight, setting a potential precedent for future national regulations on algorithmic fairness. You might see these warnings when booking a ride-share, buying plane tickets, or shopping on e-commerce sites that adjust prices based on your past behavior.