WeVote
Log In

Bill

Bill

HB 4985

SURVEILLANCE-BASED PRICING

104th Regular Session Introduced by Nabeela Syed

Illinois bill restricts companies from using personal surveillance data to set different prices for the same products to different consumers based on tracked behaviors or characteristics.

0
WeVote Research Nonpartisan
Bill Summary · HB 4985

Legislative bill overview

HB 4985 proposes restrictions on "surveillance-based pricing"—the practice where companies use personal data collection and tracking to set different prices for the same products or services to different consumers. The bill aims to regulate how retailers and e-commerce platforms can use consumer information to dynamically adjust prices based on individual characteristics, browsing history, or purchase patterns.

Why is this important

Price discrimination enabled by surveillance data creates fairness concerns, as identical products may cost different amounts depending on what a company knows about a buyer's location, income level, browsing habits, or willingness to pay. This practice can disproportionately harm lower-income consumers and raises questions about transparency and consent in digital commerce, affecting millions of Illinois shoppers annually.

Potential points of contention

  • Business opposition: Retailers argue dynamic pricing based on demand and customer data is standard practice that helps optimize inventory and maintain competitiveness; restrictions could increase compliance costs and limit pricing flexibility.
  • Definitional challenges: The bill must clearly define what constitutes "surveillance-based pricing" versus legitimate personalization, bulk discounts, or loyalty programs, or it may be overly broad or difficult to enforce.
  • Implementation and enforcement: Determining how to monitor and prove illegal pricing discrimination at scale, and which agency enforces violations, presents significant practical and resource challenges.

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

Sign in to ask a question.