Hirschauer Bill Targets Tracking Data, Protecting Consumers From Price Increases

SPRINGFIELD, Ill. – A new bill led by state Rep. Maura Hirschauer, D-West Chicago, would require online retailers to disclose their use of “surveillance pricing”—a growing phenomena that uses artificial intelligence-powered tools to charge higher prices for certain customers based on prior browsing history and demographic information inferred by a consumer’s digital footprint.

“HB 4248 is about drawing a clear line: no more secret pricing games. If companies are using your personal data to charge you more, you have a right to know—and a right to say no. This bill forces transparency, bans the use of deeply personal characteristics, and cracks down on deceptive tactics designed to trick consumers. It protects real choice, real fairness, and real accountability. HB 4248 makes it clear: in Illinois, consumers come first.”

With the growing consumer preference for mobile shopping, retailers are increasingly collecting data from online shoppers. Hirschauer is sponsoring House Bill 4248 which would create standards for businesses utilizing surveillance pricing. The measure would require online businesses to provide a clear disclosure when they are using the consumer’s personal information or search history to dictate the cost of a good or service. The bill would further allow consumers to opt-out and pay a baseline price. Additionally, the bill prohibits the use of sensitive personal information, like race, religion and immigration status, to determine pricing.

House Bill 4248 is now on second reading and awaits a vote on the House floor.