The gist

Bans companies from using personal data — like location, device, or browsing habits — to charge different customers different prices for the same product.

Who wins, who loses

• Wins: online shoppers, airline passengers, app users, state attorneys general gaining new enforcement power.
• Loses: retailers, airlines, and tech platforms running AI-driven personalized pricing systems.

What it does

• Sets minimum damages at $3,000 per violation, tripled if willful, plus attorney's fees for winners.
• Voids forced arbitration clauses, letting consumers sue in court or join class actions.
• Protects student, veteran, senior, and loyalty discounts if eligibility rules are clearly disclosed.
• Exempts insurance and credit; gives the Federal Trade Commission (FTC) rulemaking authority.

Why should I care?

Supporters say algorithms quietly charge more based on who you are — concert tickets cost more on an iPhone, sneakers spike after payday. Critics argue the ban could kill legitimate dynamic pricing (think Uber surge or last-minute flight deals) and hit small businesses with compliance costs. Where do you land? Vote below and use "Tell Your Rep" to make sure your voice reaches Congress.