AI-generated summary, not yet reviewed by Better Utah staff. Please consult the bill text.

When businesses use automated software—known as algorithmic pricing—to set the price of a good or service based on a customer's personal data, this bill would require them to display a clear notice stating: "THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA." This disclosure requirement would not apply to loyalty, rewards, or promotional programs that give customers a discount, rebate, or other financial benefit. The Division of Consumer Protection would enforce the law and could impose administrative fines of up to $2,500 per violation, and courts could order additional remedies such as injunctions or repayment of money collected in violation of the law to affected consumers.