Wire
Shoppers could see when prices are tailored to them
The House measure from Representative Suhas Subramanyam and Representative Maggie Goodlander would require companies to disclose algorithmic pricing. It leaves the pricing model in place, but makes the customization visible to buyers.
Online shoppers could soon get a warning when a price was tailored to them. A federal House bill from Virginia Democrat Suhas Subramanyam and New Hampshire Democrat Maggie Goodlander would require companies to disclose when personalized algorithmic pricing is used.
The bill takes aim at the quiet practice of using software to adjust what different people see for the same product or service. It does not ban those systems. It tries to make them visible.
The price behind the screen
For shoppers, the practical issue is trust. A hotel room, a ride, a subscription or a retail item can feel very different once you know the number on the screen may not be the same offer another customer sees. H.R. 9371 was introduced in the House on June 18, 2026.
That matters because the tailored price itself could be higher, lower or simply different. The disclosure would not tell a consumer whether the offer is good or bad. It would tell them that the price was customized, which could change whether they buy now or keep comparing.
What the bill does not say
The text sets out the disclosure idea, but it does not spell out every detail. It does not say how the notice would have to appear, which products would be covered or whether there would be exceptions.
Even so, the basic shift is clear. If the bill becomes law, companies would have to stop letting personalized pricing pass as a standard shelf tag. For consumers, that is the difference between guessing and knowing when the price was shaped for them.