New York Algorithmic Pricing Disclosure Act (personalized prices need a label)
New York Algorithmic Pricing Disclosure Act (Gen. Bus. Law 349-A)
New York · N.Y. Gen. Bus. Law 349-A (art. 22-A)
- Status
- In effect
- Took effect
- November 10, 2025
- Applies to
- Businesses that set prices using personalized algorithmic pricing based on a consumer's personal data and display such a price to a New York consumer.
- Enforced by
- New York State Attorney General.
If a business sets the price of a product or service using an algorithm that draws on your personal data, and then shows that personalized price to you as a New York consumer, it has to tell you so with the notice: 'THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA.' The goal is to make personalized 'surveillance pricing' visible rather than hidden. The Attorney General enforces the rule and can seek up to $1,000 per violation after a cease-and-desist notice.
Who is protected: Consumers in New York shown personalized algorithmic prices based on their personal data.
Legal detail
N.Y. Gen. Bus. Law 349-A (art. 22-A) requires any person who sets a price via personalized algorithmic pricing based on a consumer's personal data, and advertises/displays that price to a New York consumer, to include a clear and conspicuous disclosure stating 'THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA,' enforceable by the Attorney General with penalties up to $1,000 per violation following a preliminary cease-and-desist notice.
Key facts
| Jurisdiction | New York |
|---|---|
| Level | State |
| Strength | Limited |
| Citation | N.Y. Gen. Bus. Law 349-A (art. 22-A) |
| Private right of action | No, agency enforcement only |
| Penalties | Civil penalty of up to $1,000 per violation, assessed only after a preliminary cease-and-desist notice. |
| Topics | automated decision-making · consumer protection · consumer data privacy |
| Statute | N.Y. Gen. Bus. Law 349-A — The Laws of New York |
More AI rules in New York
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- NY Hochul EO — Statewide Data Center Moratorium (2026) · In effect
- New York Stealth Crawler Prohibition Act (2026) · Proposed / pending
- New York SAFE for Kids Act final rules (2026) · Enacted (not yet in effect)
- RealPage v. James — NY algorithmic rent ban enjoined (2026) · Blocked / in litigation
- NY PSC utility AI inquiry (Case 26-M-0552) · Enacted (not yet in effect)
Related automated decision-making rules elsewhere
- CA EO N-6-26 (AI Workforce) · In effect
- Arkansas public entity AI/ADS policy mandate (Act 848, 2025) · In effect
- Connecticut algorithmic rent ban — HB 8002 (eff. Jan 1, 2026) · In effect
- San Diego algorithmic rent price-fixing ban (Ord. O-21955, May 2025) · In effect
- Minneapolis algorithmic rent ban (Ord. 2025-010, eff. Mar 1, 2026) · In effect
- Seattle algorithmic rent-fixing ban (Ord. 127241 / SMC 7.34, July 2025) · In effect
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