SB 1171 Wisconsin Senate · 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 other computational systems to set personalized prices for individual consumers when selling packaged consumer goods. It defines "dynamic price gouging" as using consumer data, such as information from data brokers or surveillance technology, to create customized prices for specific buyers. Retailers who violate this rule could face warnings, civil penalties of up to $10,000, or legal injunctions preventing them from continuing the practice. The law applies to goods intended for personal or household use and takes effect four months after publication.
Bill status failed 1 of 4 stages cleared
Introduction
Mar 2026
Committee Review
Floor Vote
Governor
Introduced Mar 19, 2026 Last action Jun 1, 2026
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Mar 19, 2026
Introduced
Introduced by Senators Roys, Carpenter, Dassler-Alfheim, Larson, Ratcliff, Spreitzer and Wall; cosponsored by Representatives McGuire, Arney, Clancy, Mayadev, Miresse, Sinicki, Stubbs, Udell and Palmeri
upper
7 primary · 0 co-sponsors

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