The bill amends the Michigan Consumer Protection Act by adding new provisions to enhance consumer protections against unfair and deceptive practices in trade and commerce. It specifically updates Section 3 to clarify various unlawful practices, including misleading representations about goods and services, false advertising, and the misuse of consumer data. Notably, the bill introduces Section 3j, which prohibits the use of personalized algorithmic pricing based on certain criteria, such as the hardware state of a consumer's device, geolocation data, and protected class data, unless specific conditions are met.

Additionally, the bill makes several changes to existing language for clarity, such as replacing pronouns with more inclusive terms (e.g., changing "he or she" to "the person" and "his or her" to "the consumer's"). It also emphasizes the need for transparency in pricing and the importance of not discriminating against consumers based on protected characteristics. The Attorney General is granted the authority to implement rules under the act, ensuring that no new unfair trade practices are created beyond those already enumerated.

Statutes affected:
Senate Introduced Bill: 445.903