United States of America: New York Algorithmic Pricing Disclosure Act (As part of 2025-2026 Budget Bill S3008C) entered into force

On 10 November 2025, the Algorithmic Pricing Disclosure Act, which was introduced to the Senate on 22 January 2025 as part of the 2025–2026 Executive Budget (Senate Bill S3008C), adopted on 7 May 2025, signed on 9 May 2025, and upheld by the US District Court on 8 October 2025, entered into full force and effect. The stay imposed during litigation (2 July – 8 October 2025) was lifted, and the Attorney General of New York commenced enforcement of GBL § 349-a without a grace period. The adopted text established a requirement that any entity using personalised algorithmic pricing—defined as dynamic pricing set by an algorithm using personal data—must display a disclosure stating: “This price was set by an algorithm using your personal data.” Enforcement was vested exclusively in the Attorney General, authorised to issue cease-and-desist notices, provide opportunities to cure, and impose civil penalties of up to USD 1'000 per violation together with injunctive relief. Exemptions applied to financial institutions, insurers, and subscription-based offers.