New York Requires Disclosure of Personalized Algorithmic Pricing

New York has enacted the Algorithmic Pricing Disclosure Act (NY General Business Law § 349-A), a first-of-its-kind statute requiring businesses to disclose when they use algorithms to set personalized prices for consumers based on the consumer’s personal data, often referred to as “surveillance pricing.” The law, which went into effect November 10, 2025, following the resolution of a First Amendment challenge, applies broadly to entities domiciled or doing business in New York and introduces new…
By: Perkins Coie