SLASH Prices Act
- Sponsor
- Rep. Subramanyam, Suhas [D-VA-10]
- Committees
- Energy and Commerce Committee (primary)
- Last action
- Jun 23, 2026
Bottom line
The bill aims to increase transparency and consumer control over pricing practices that leverage personal data, while exempting certain common pricing methods and empowering federal and state enforcement.
What it actually does
This bill mandates that businesses using personalized algorithmic pricing must disclose this practice to consumers with a specific written notice and provide an accessible mechanism for consumers to opt out. It prohibits discrimination against consumers who choose to opt out and requires businesses to notify the Federal Trade Commission (FTC) when they begin or cease using such pricing. The FTC and State attorneys general are empowered to enforce these provisions, with several specific exemptions for certain pricing practices.
Proponents argue
Supporters argue that consumers deserve to know when their personal data is being used to set individualized prices, especially if it results in higher costs. They contend that personalized algorithmic pricing can be exploitative, creating an unfair marketplace where consumers are unknowingly charged different amounts for the same goods or services. The opt-out provision empowers consumers to avoid such practices and promotes a more equitable digital economy by restoring agency over their data and purchasing decisions.
Opponents contend
Opponents might argue that personalized algorithmic pricing allows businesses to offer competitive prices and tailored deals, benefiting consumers by optimizing market efficiency and providing customized experiences. They may contend that mandating disclosure and opt-out mechanisms could stifle innovation, increase operational costs for businesses, and potentially lead to less competitive pricing overall by limiting dynamic pricing strategies. Furthermore, critics might argue that the definition of 'personalized algorithmic pricing' could be overly broad, capturing legitimate business practices.
The bill is very short and straightforward, allowing for a quick and comprehensive understanding of its provisions.
Section 2(a)(1)
Mandatory Disclosure of Personalized Algorithmic Pricing
This provision requires any business (covered person) using algorithms to set unique prices for individuals based on their personal data to clearly inform the consumer. The disclosure must be a written notice stating, 'This price was set by an algorithm using your personal data,' and must be prominently displayed alongside each offered price.
Supporters argue
Supporters argue this provision empowers consumers by making pricing practices transparent, allowing them to make more informed purchasing decisions and understand how their data influences costs.
Critics contend
Opponents might argue that such a prominent disclosure could confuse consumers or create unnecessary alarm about common data-driven practices, potentially deterring sales.
Tradeoffs
This provision balances the consumer's right to know against potential business concerns about consumer perception and operational complexity.
Section 2(a)(2)
Right to Opt-Out of Personalized Algorithmic Pricing
Businesses must provide a way for consumers to opt out of personalized algorithmic pricing and must immediately comply with such requests. When opting out, the consumer must be clearly informed of the price they will be offered after opting out. The bill also prohibits businesses from discriminating against consumers who opt out, meaning they cannot deny goods or services, increase prices, or provide lower quality.
Section 2(a)(3), 2(d)
Federal Trade Commission Oversight and Enforcement
Covered persons are required to notify the Federal Trade Commission (FTC) when they begin or cease using personalized algorithmic pricing. Violations of the bill's requirements are to be treated as unfair or deceptive acts or practices under the Federal Trade Commission Act, granting the FTC full enforcement powers, including penalties, privileges, and immunities.
Section 2(e)
State Attorneys General Enforcement Powers
State attorneys general, or other State officials/agencies, are authorized to bring civil actions on behalf of their residents in State or federal court against violations of the Act. These actions can seek injunctions, compliance enforcement, damages, restitution, or other relief. States must notify the FTC before filing, and the FTC has the right to intervene. State actions are limited if a federal action is already pending against the same defendant for the same violation.
Section 2(b)
Specific Exemptions for Certain Pricing Practices
The bill explicitly exempts several common pricing practices from its disclosure and opt-out requirements. These include services related to insurance or credit, dynamic pricing (which does not use personal data), broad discount programs (e.g., for teachers, seniors), use of geographic data for ride-share fares or jurisdiction-specific purposes (like taxes or currency display), differences based on delivery distance/time, and individualized credits/rebates for customer service issues.
These subsections define 'personal data' as 'any data that identifies or could reasonably be linked, directly or indirectly, with a specific consumer or device' and 'personalized algorithmic pricing' as 'a form of dynamic pricing which uses an algorithm to set unique prices for individuals based on their personal data.'
Section 2(f)(5) and 2(f)(6)
Why it matters:This is standard legislative practice to consolidate definitions in a dedicated section.
Case for: Supporters would argue that precise definitions are essential for clarity and to ensure the bill targets the intended practices without overreach, providing a clear legal framework for compliance and enforcement.
Case against: Critics might argue that the breadth of 'personal data' or 'unique prices for individuals' could still lead to ambiguity or unintended application to practices not considered exploitative, potentially creating legal uncertainty for businesses.
Estimated impact: These definitions fundamentally determine the scope of the entire Act, affecting all businesses that collect consumer data and use algorithms for pricing and defining the extent of consumer protections.