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

A new Consumer Pricing Act would prohibit businesses from using a customer's personal data — such as location, web browsing history, biometric data, purchase history, or inferences drawn from that data — to set individualized prices for goods or services, though businesses could still use purchase history to run loyalty programs or offer discounts. If a business uses an automated system to help set prices, it would be required to keep records of the pricing data for at least three years. The Division of Consumer Protection would oversee enforcement, with authority to impose fines up to $2,500 per violation and to pursue court action seeking injunctions, fines, or repayment of money collected in violation of the law.