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HB 4544

Illinois House•Introduced

Summary

HB 4544, “ALGORITHMIC PRICING”, was introduced in the House on Jan 22, 2026 by Rep. Eva Dina Delgado (D) with 1 co-sponsor. It was referred to Rules, and last saw action on Feb 18, 2026: Added Co-Sponsor Rep. Michael Crawford.

Record

Text

HB 4544 has 1 co-sponsor.

hb4544/introduced.txt
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Full Text of HB4544
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	HB4544 - 104th General Assembly
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104TH GENERAL ASSEMBLY
State of Illinois
2025 and 2026
HB4544
Introduced 1/30/2026, by Rep. Eva-Dina Delgado
SYNOPSIS AS INTRODUCED:
New Act
815 ILCS 505/2MMMM new
Creates the Preventing Algorithmic Pricing Discrimination Act. Requires any person who knowingly advertises, promotes, labels, or publishes a statement, display, image, offer, or announcement of personalized algorithmic pricing using consumer data specific to a particular individual must disclose that this price was set by an algorithm using the individual's personal data. Prohibits the use of algorithmic pricing under certain conditions. Provides that if there is a violation of the Act, the Attorney General may file a civil action requesting that an injunction be issued against the defendant to enjoin and restrain the continuance of the violation. Provides that notice must be given to the defendant of not less than 5 days, and the court may issue an injunction enjoining and restraining any further violation without requiring proof that any person has, in fact, been injured or damaged. Authorizes the court to impose a civil penalty of not more than $1,000 for each violation. Exempts any insurer licensed, regulated, or otherwise authorized to do business in the State or any excess lines insurer, including any persons, agents, or affiliates acting on behalf of the insurer. Exempts financial services, including, but not limited to, financial institutions, financial institution affiliates, broker-dealers, registered investment advisors, and entities that provide consumer credit products such as credit cards, personal loans, and mortgages. Amends the Consumer Fraud and Deceptive Business Practices Act. Makes a violation of the Preventing Algorithmic Pricing Discrimination Act an unlawful practice under the Consumer Fraud and Deceptive Business Practices Act. Defines terms. Limits home rule.
LRB104 17563 JRC 30991 b
A BILL FOR
		HB4544		LRB104 17563 JRC 30991 b
    AN ACT concerning business.
    Be it enacted by the People of the State of Illinois,
represented in the General Assembly:
    Section 1. Short title. This Act may be cited as the
Preventing Algorithmic Pricing Discrimination Act.
    Section 5. Definitions. As used in this Act:
    "Algorithm" means a computational process that uses a set
of rules to define a sequence of operations.
    "Clear and conspicuous disclosure" means disclosure in the
same medium as, and provided on, at, or near and
contemporaneous with every advertisement, display, image,
offer or announcement of a price for which notice is required
using lettering and wording that is easily visible and
understandable to the average consumer.
    "Consumer" means a natural person who is seeking or
solicited to purchase, lease, or receive a good or service for
personal, family, or household use.
    "Consumer data" means any data that identifies or could
reasonably be linked, directly or indirectly, with a specific
natural person or device, excluding location data.
    "Dynamic pricing" means pricing that fluctuates dependent
on conditions in which models retrain or recalibrate on
information in near real time, excluding promotional pricing
		HB4544	- 2 -	LRB104 17563 JRC 30991 b
offers, loyalty program benefits or other temporary discounts
or changes to pricing related to retention of existing
customers.
    "Personalized algorithmic pricing" means dynamic pricing
derived from or set by an algorithm that uses consumer data as
defined in this Act, which may vary among individual consumers
or consumer populations.
    "Person" means any natural person, firm, organization,
partnership, association, corporation, or any other entity
domiciled or doing business in the State.
    "Protected class data" means information about an
individual person or groups of people that directly, in
combination, or by implication identifies a characteristic
that is legally protected from discrimination under the laws
of this State or under federal law, including, but not limited
to, ethnicity, national origin, age, disability, sex, sexual
orientation, gender identity and expression, pregnancy
outcomes, and reproductive health care.
    Section 10. Mandatory disclosure of algorithmic pricing.
    (a) Any person who knowingly advertises, promotes, labels,
or publishes a statement, display, image, offer, or
announcement of personalized algorithmic pricing using
consumer data specific to a particular individual must include
with the statement, display, image, offer, or announcement a
clear and conspicuous disclosure that states: THIS PRICE WAS
		HB4544	- 3 -	LRB104 17563 JRC 30991 b
SET BY AN ALGORITHM USING YOUR PERSONAL DATA.
    (b) If there is a violation of this Act, the Attorney
General may file a civil action requesting that an injunction
be issued against the defendant to enjoin and restrain the
continuance of the violation. Notice must be given to the
defendant of any hearing on this request not less than 5 days
before the hearing. The court may issue an injunction
enjoining and restraining any further violation without
requiring proof that any person has, in fact, been injured or
damaged.
    (c) If the court determines that a violation of this Act
has occurred, the court may impose a civil penalty of not more
than $1,000 for each violation.
    (d) This Act does not apply to any insurer licensed,
regulated, or otherwise authorized to do business in the State
or any excess lines insurer, including any persons, agents, or
affiliates acting on behalf of the insurer.
    (e) This Act does not apply to financial services,
including, but not limited to, financial institutions,
financial institution affiliates, broker-dealers, registered
investment advisors, and entities that provide consumer credit
products such as credit cards, personal loans, and mortgages.
    Section 15. Prohibited use of algorithmic pricing. A
person or agent or employee of a person may not use protected
class data in setting a price for, offering, marketing, or
		HB4544	- 4 -	LRB104 17563 JRC 30991 b
selling any good or service if:
        (1) the use of that data has the effect of withholding
    or denying any of the accommodations, advantages, and
    privileges accorded to others; or
        (2) the price for the good or service is different
    from the price offered to other individuals or groups
    based in whole or in part on the use of protected class
    data.
    Section 20. Enforcement. A violation of this Act
constitutes an unlawful practice under the Consumer Fraud and
Deceptive Business Practices Act. All remedies, penalties, and
authority granted to the Attorney General by the Consumer
Fraud and Deceptive Business Practices Act are available to
the Attorney General for the enforcement of this Act. The
Attorney General may adopt rules to implement and administer
this Act.
    Section 25. Home rule. A home rule unit may not regulate
algorithmic pricing in a manner less restrictive than the
regulation by the State of algorithmic pricing under this Act.
This Section is a limitation under subsection (i) of Section 6
of Article VII of the Illinois Constitution on the concurrent
exercise by home rule units of powers and functions exercised
by the State.
		HB4544	- 5 -	LRB104 17563 JRC 30991 b
    Section 30. The Consumer Fraud and Deceptive Business
Practices Act is amended by adding Section 2MMMM as follows:
    (815 ILCS 505/2MMMM new)
    Sec. 2MMMM. Violations of the Preventing Algorithmic 
Pricing Discrimination Act. A person who violates the 
Preventing Algorithmic Pricing Discrimination Act commits an 
unlawful practice within the meaning of this Act.

Creates the Preventing Algorithmic Pricing Discrimination Act. Requires any person who knowingly advertises, promotes, labels, or publishes a statement, display, image, offer, or announcement of personalized algorithmic pricing using consumer data specific to a particular individual must disclose that this price was set by an algorithm using the individual's personal data. Prohibits the use of algorithmic pricing under certain conditions. Provides that if there is a violation of the Act, the Attorney General may file a civil action requesting that an injunction be issued against the defendant to enjoin and restrain the continuance of the violation. Provides that notice must be given to the defendant of not less than 5 days, and the court may issue an injunction enjoining and restraining any further violation without requiring proof that any person has, in fact, been injured or damaged. Authorizes the court to impose a civil penalty of not more than $1,000 for each violation. Exempts any insurer licensed, regulated, or otherwise authorized to do business in the State or any excess lines insurer, including any persons, agents, or affiliates acting on behalf of the insurer. Exempts financial services, including, but not limited to, financial institutions, financial institution affiliates, broker-dealers, registered investment advisors, and entities that provide consumer credit products such as credit cards, personal loans, and mortgages. Amends the Consumer Fraud and Deceptive Business Practices Act. Makes a violation of the Preventing Algorithmic Pricing Discrimination Act an unlawful practice under the Consumer Fraud and Deceptive Business Practices Act. Defines terms. Limits home rule.

Sponsors

Rep. Eva Dina Delgado (D) sponsors HB 4544, and 1 member has co-sponsored it.

Committees

HB 4544 went before 1 committee: Rules.

Rules
Rules
Referred to · Jan 30, 2026 · 5,290 Bills

History

HB 4544 has taken 4 actions since Jan 22, 2026, the latest on Feb 18, 2026.

ChamberAction
Feb 18, 2026
House
Added Co-Sponsor Rep. Michael Crawford
Jan 30, 2026
House
First Reading
Jan 30, 2026
House
Referred to Rules Committee
Jan 22, 2026
House
Filed with the Clerk by Rep. Eva-Dina Delgado

Votes

HB 4544 has not gone to a roll call.

Source: ilga.gov · legiscan.com