Illinois HB 5756: ALGORITHMIC PRICING DISCLOSURE

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104TH GENERAL ASSEMBLY 
State of Illinois 
2025 and 2026
HB5756

Introduced 5/5/2026, by Rep. Maura Hirschauer 

SYNOPSIS AS INTRODUCED:

New Act

815 ILCS 505/2MMMM new

 Creates the Algorithmic Pricing Transparency Act. Provides that any person or entity that sells or offers to sell goods or services through an online platform to consumers in the State shall provide a clear and conspicuous disclosure if the baseline price for a specific consumer is personalized and generated using surveillance pricing. Provides that a consumer may opt out of surveillance pricing and a covered entity shall provide the consumer with a non-personalized baseline price for the goods or services. Prohibits a covered entity from using specified personal information to generate algorithmic pricing. Provides that price changes that are the result of specified allowable conduct are not prohibited under the Act. Exempts insurers and providers of financial services from the requirements of the Act. Provides that a violation of the Act is an unlawful practice under the Consumer Fraud and Deceptive Business Practices Act. Preempts home rule. Amends the Consumer Fraud and Deceptive Business Practices Act to make a conforming change. Restricts private rights of action to enforce the Algorithmic Pricing Transparency Act. Effective January 1, 2028.

LRB104 21634 SPS 37141 b

A BILL FOR

HB5756LRB104 21634 SPS 37141 b

1 AN ACT concerning business.

2 Be it enacted by the People of the State of Illinois, 

3represented in the General Assembly:

4 Section 1. Short title. This Act may be cited as the 

5Algorithmic Pricing Transparency Act.

6 Section 5. Legislative findings. The General Assembly 

7finds and declares:

8 (1) Consumers increasingly purchase goods and