AB 1186 Wisconsin Assembly · 2025-2026 Regular Session

Relating to: prohibiting retail dynamic price gouging of consumer goods and providing a penalty.

This bill prohibits retail sellers from using artificial intelligence or automated systems to set personalized prices for consumer goods based on individual customer data. It defines consumer goods as packaged items for personal use and dynamic price gouging as customized pricing generated through computational models that process consumer information. Retailers who violate this rule could face warnings, civil forfeiture of up to $10,000, or legal injunctions from state authorities. The law applies to both online and in-person sales of everyday products like groceries and household items.
Bill status failed 1 of 4 stages cleared
Introduction
Mar 2026
Committee Review
Floor Vote
Governor
Introduced Mar 19, 2026 Last action Mar 23, 2026
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Mar 19, 2026
Introduced
Introduced by Representatives McGuire, Arney, Clancy, Mayadev, Miresse, Palmeri, Sinicki, Stubbs and Udell; cosponsored by Senators Roys, Carpenter, Dassler-Alfheim, Larson, Ratcliff, Spreitzer and Wall
lower
9 primary · 0 co-sponsors

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