The New York Algorithmic Pricing Disclosure Act, codified at General Business Law Section 349-a, targets businesses that set prices using personalized algorithmic pricing, meaning an algorithm that uses a consumer’s personal data to set the price that consumer sees. It was signed May 9, 2025 as part of the FY2026 budget and has been in effect since November 10, 2025.
What the New York Algorithmic Pricing Disclosure Act Requires
Covered businesses must display a clear and conspicuous notice alongside the price stating: “This price was set by an algorithm using your personal data.” Exemptions cover insurers, financial institutions regulated under federal privacy law, and certain subscription discounts.
Enforcement and Who Is Covered
The Attorney General enforces the law with cease and desist authority, injunctions, and civil penalties up to $1,000 per violation. Retailers and travel, ticketing, and delivery platforms using dynamic personalized pricing for New York customers are squarely covered. Any business personalizing prices with customer data should determine whether its pricing engine triggers the notice requirement, and where it does, build the disclosure into the price display itself.
Source: New York State Senate: General Business Law Section 349-a
Report a violation: If you believe a business is violating this law, you can file a complaint with the New York Attorney General Consumer Frauds and Protection Bureau.
