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Bill

SB 79

Regulate the use of pricing algorithms

136th Legislature (2025-2026) Introduced by Willis Blackshear and 1 co-sponsor

SB 79 would establish state regulations on how businesses use automated pricing algorithms, requiring transparency and fairness standards to protect Ohio consumers from discriminatory or exploitative pricing practices.

Referred to committee
#commerce #consumerprotection #technology
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Bill Summary · SB 79

Legislative bill overview

SB 79 proposes to regulate how businesses use pricing algorithms in Ohio, likely establishing requirements for transparency, fairness, or disclosure when automated systems set prices. The bill aims to prevent algorithmic pricing practices that may disadvantage consumers or engage in price discrimination.

Why is this important

Pricing algorithms increasingly determine costs for goods and services across retail, hospitality, rideshare, and e-commerce sectors. Without regulation, these systems can implement dynamic pricing that charges different prices to different customers for identical products, potentially exploiting vulnerable populations or reducing market transparency.

Potential points of contention

  • Business compliance costs: Companies argue regulatory requirements would increase operational expenses, potentially passed to consumers or reducing profit margins in competitive industries
  • Definition and scope clarity: Unclear whether the bill covers all algorithmic pricing or specific practices, and how to distinguish between legitimate dynamic pricing (airline yield management) and exploitative practices
  • Innovation vs. regulation balance: Tech companies may claim excessive regulation stifles beneficial algorithms that optimize inventory, reduce prices, or improve efficiency, while consumer advocates say strong rules are necessary

Compiled from official sources — confirm details with the bill’s official record.

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