politics
December 3, 2025
New York state law takes aim at personalized pricing
Businesses that use personalized pricing are now required to tell customers, “This price was set by an algorithm using your personal data."
TL;DR
- New York state law mandates disclosure for businesses using personal data in personalized pricing.
- Customers must be informed if a price is set by an algorithm using their personal data.
- Uber is showing the disclosure in New York but criticizes the law as ambiguous.
- Uber claims its dynamic pricing is based on geography and demand, not personal data.
- A lawsuit by the National Retail Federation to block the law was allowed to proceed.
- Lina Khan, former FTC chair, calls the law vital but indicates more regulation is needed.
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