Protections Against Deceptive Pricing Practices

2025 Regular Session Introduced by Judy Amabile and 39 co-sponsors

Bans deceptive pricing; requires truthful original prices and clear unit pricing, keeps records, and enables enforcement with consumer remedies.

Governor Signed

HB 25-1090 — Protections Against Deceptive Pricing Practices

Status: Governor Signed (Introduced Jan 23, 2025; Governor signed Apr 21, 2025)

Note: The full bill text was not provided. This summary is based on the bill title, legislative history, sponsors, and common elements of deceptive-pricing legislation. For exact statutory language and obligations, consult the official enrolled bill text.

Purpose and intent

The bill is intended to protect consumers from misleading or deceptive retail pricing practices. Its general objective is to ensure that advertised discounts, "original" or "compare-at" prices, unit prices, and sale claims accurately reflect prior selling prices or truthful comparisons so that consumers can make informed purchasing decisions.

Key provisions (typical scope based on title)

While exact wording is not available here, legislation with this title commonly includes provisions to:
- Define deceptive pricing practices (e.g., falsely representing a previous price, bogus "was" or "original" prices, phony comparisons, or misleading percentage-off claims).
- Require that any advertised "original" or "regular" price be a bona fide prior price at which the seller actually offered the item for a substantial period.
- Require clear, prominent disclosure of unit pricing for packaged goods where applicable.
- Prohibit advertising that creates a false sense of scarcity or urgency tied to misleading price claims.
- Require sellers to retain records that substantiate reference prices and discounts for a specified period.
- Provide enforcement mechanisms: civil penalties, injunctive relief, and administrative enforcement by the state Attorney General and/or consumer protection agencies.
- Provide remedies for consumers (refunds, rescission, restitution) and potentially allow for a private right of action depending on the bill’s final language.
- Carve out reasonable exceptions (clearance, liquidation, limited-time promotions) if specified.

Who is affected

Retailers and online sellers (large and small) who advertise prices, discounts, or comparative pricing.

Consumers, who would gain clearer, more reliable price information and potential remedies where deception occurs.

State consumer protection/enforcement agencies responsible for investigation and enforcement.

Procedural timeline (key actions)

Introduced in House: 2025-01-23; assigned to Judiciary.

Passed House with amendments and later concurred on Senate amendments; multiple committee actions in both chambers March–April 2025.

Signed by Speaker and President of the Senate: Apr 10, 2025.

Sent to Governor: Apr 11, 2025; Governor signed: Apr 21, 2025.

Potential impacts

Consumers: improved transparency and potential restitution for deceptive pricing.

Businesses: compliance costs (recordkeeping, training, signage/system changes), risk of penalties for noncompliance.

Enforcement: increased caseload for consumer protection authorities; possible litigation if a private right of action exists.

For precise requirements, penalties, effective dates, and any exceptions, refer to the official enrolled bill text or the state’s legislative website.