Consumer Protection - As introduced, prohibits an entity from setting the price of a specific good or service using personalized algorithmic pricing; designates a violation as an unfair or deceptive act or practice affecting trade or commerce in violation of the Tennessee Consumer Protection Act of 1977. - Amends TCA Title 29; Title 45; Title 47 and Title 66.

SB 1807 prohibits businesses in Tennessee from using computer algorithms to set prices for specific goods or services based on personal data about individual consumers. This directly affects companies like ride-sharing apps, e-commerce platforms, or retailers that adjust prices using personal information such as location, browsing history, or purchase patterns. The bill exempts insurance companies, financial institutions under federal law, and existing subscription agreements. Violations would be treated as unfair business practices under Tennessee’s Consumer Protection Act, subject to penalties and remedies under that law, effective July 1, 2026.