SLASH Prices Act (H.R.9371) — the words This price was set by an algorithm using your personal data, shown beside the price, with an opt-out required as well
A House bill requiring disclosure where personalised algorithmic pricing is used to charge different prices for the same goods and services. The wording to be shown is written into the text, displayed prominently in the same place as each offered price. An opt-out mechanism and a ban on discriminating against consumers who use it are also included.
Bill overview (primary data)
- Bill numberH.R. 9371
- TypeHouse Bill
- Congress119th Congress
- Latest actionReferred to the House Committee on Energy and Commerce.（2026-06-18）
Key points
- Requires disclosure where personalised algorithmic pricing is used, with the wording written into the text.
- The disclosure must appear prominently in the same place as each offered price.
- An opt-out mechanism is required, with immediate compliance and clear communication of the price after opting out.
- Discriminating against a consumer who opts out is prohibited, including denial, mark-ups and differences in quality.
- Insurance and credit, dynamic pricing, and discounts for broadly defined groups sit outside the requirements.
- The required wording and its position are written into the statute, along with an opt-out and a ban on discriminating against those who use it.
1The wording to display is written into the text
What distinguishes this bill is that it does not merely require disclosure but sets down what has to be said: This price was set by an algorithm using your personal data.
The placement is specified too. It must appear prominently in the same place as each offered price. Leaving the content and position of a disclosure to the seller can produce a notice that formally exists and is never read. Writing the wording and the position in narrows that room.
2The right to leave is included
Disclosure alone leaves a consumer merely informed. This bill requires a mechanism for opting out of personalised algorithmic pricing, immediate compliance with such a request, and clear communication of the price that will be offered after opting out.
It further prohibits discriminating against a consumer who asks. Denying goods or services, marking up prices, and providing a different level of quality are named. A right to leave that leaves you worse off is not a choice, and the text reaches that point.
3The exclusions are set out
Outside the requirements sit services and products relating to insurance or credit, the use of dynamic pricing, and discount programmes for broadly defined groups such as teachers, service members, senior citizens, students and veterans.
Excluding dynamic pricing separates a price that moves for everyone alike with supply and demand from a price that moves person by person. The first turns on time of day or stock, the second on who you are. Both are prices that change, and they differ in kind. Of the 114 AI-related bills this site holds as of 2026-09-01, among the 44 not yet covered, nine carry titles beginning with require.
4Not ending at disclosure
The bill places in its text not only a duty to disclose but what must be written, where it must sit, and what a consumer can do after learning it.
- 1Write the wording into the statute"This price was set by an algorithm using your personal data"
- 2Specify the positionDisplayed in the same place as each price offered, in a conspicuous manner
- 3Require a mechanism to opt outComply with a request immediately and state clearly the price offered after opting out
- 4Prohibit discrimination against those who opt outRefusing service, raising the price or changing quality are named
Leaving the content and position of a disclosure to the seller allows a state where it is formally present but never read. And where opting out is nominally available but leaves the consumer worse off, the choice does not hold. Exclusions cover insurance and credit services and products, dynamic pricing, and broadly defined discount programmes for teachers, service members, seniors, students and veterans.
Why it matters
A disclosure duty hollows out when what to write and where is left open. Writing the wording and the placement into the text narrows that. For a seller it creates a need to determine whether its own pricing is personalised and to have a post-opt-out price ready, with the line against dynamic pricing as the practical divide.
FAQ
What has to be displayed?
Is dynamic pricing covered?
Would opting out leave a consumer worse off?
Sources (primary)
Source: Congress.gov (Library of Congress; U.S. legislative materials, public domain). Links go to the official site.
- Congress.gov (bill page, original)
- H.R. 9371（119th Congress）