This bill establishes regulations against personalized algorithmic pricing and surveillance pricing at certain food retail establishments in Iowa. It defines key terms such as "algorithm," "consumer data," and "surveillance pricing," and specifies that food retail establishments must provide clear disclosures when using personalized pricing based on consumer data. The bill mandates that these establishments use nondigital presentations of price instead of electronic shelving labels or digital displays, and prohibits the collection of data from minors under 17 for targeted advertising or pricing. Additionally, it restricts the use of protected class data in pricing decisions that could lead to discrimination.

Enforcement of the bill is assigned to the attorney general, who can seek injunctions against violators and impose civil penalties of up to $7,500 for each violation. The bill allows individuals harmed by violations to take legal action and emphasizes that it should be interpreted broadly to achieve its intended purpose. Notably, the bill does not apply to financial services or licensed insurers. Overall, the legislation aims to protect consumers from unfair pricing practices that exploit personal data.