The proposed bill aims to enhance consumer protection by prohibiting the use of dynamic pricing in grocery and retail stores under specific circumstances. It defines "dynamic pricing" as a digital process that alters the price of goods displayed on electronic shelving labels. The bill establishes that it is considered an unfair or deceptive trade practice to implement dynamic pricing during events that lead to sudden increases in demand, such as holidays or natural disasters, and when prices are adjusted based on personal data or purchasing patterns of customers.

Additionally, the bill mandates that stores utilizing dynamic pricing must inform customers through conspicuous signage about the pricing process, the factors influencing price changes, and the implications of using personal data for pricing decisions. Customers must also be made aware of their rights regarding data collection and have the option to opt out of such practices. This legislation seeks to promote transparency and protect consumers from potential exploitation through dynamic pricing strategies.