New York begins enforcing first-in-the-US algorithmic pricing disclosure law for retailers

Summary

New York has started enforcing its Algorithmic Pricing Disclosure Act, requiring retailers that use algorithms and personal data to set individualized prices to display the notice, “THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA.” The law, upheld by a federal court after a challenge by the National Retail Federation, is seen by antitrust and AI‑policy experts as a landmark in regulating AI‑driven “surveillance pricing” and may serve as a template for other U.S. states considering similar rules.