This legislation aims to increase transparency in pricing by requiring businesses to disclose the use of personalized algorithmic pricing . Specifically, any "covered person" selling goods or services online or in person must inform consumers if an algorithm is setting unique prices based on their personal data. This disclosure must include a clear notice stating, "This price was set by an algorithm using your personal data," prominently displayed alongside the offered price. A crucial provision of the bill is the requirement for businesses to offer consumers an opt-out mechanism from personalized algorithmic pricing. Upon opting out, consumers must be clearly informed of the price they will be offered, and businesses are prohibited from discriminating against them, such as by denying services or charging higher rates. Furthermore, businesses must notify the Federal Trade Commission (FTC) when they begin or cease using such pricing methods. The bill includes several exemptions, ensuring that certain pricing practices are not covered, such as those related to insurance or credit, general dynamic pricing not using personal data, broad discount programs, or pricing based solely on delivery distance or jurisdictional requirements. The FTC is empowered to enforce these provisions as unfair or deceptive acts or practices, and states are also authorized to bring civil actions to protect their residents from violations. The Act is set to take effect one year after its enactment.