The proposed bill aims to enhance consumer protection by making it an unfair or deceptive trade practice for grocery and retail stores to utilize dynamic pricing under specific circumstances. Dynamic pricing is defined as a digital process that adjusts the price of goods or services displayed on electronic shelving labels. The bill prohibits this practice during times of heightened demand, such as holidays or natural disasters, and when prices are influenced by personal data or purchasing patterns collected from customers.

Additionally, the bill mandates that stores employing dynamic pricing must inform customers through conspicuous signage about the pricing process, the factors influencing price changes, and the implications of using personal data. Customers must be made aware of their rights regarding data collection, including the option to opt out. This legislation seeks to ensure transparency and fairness in pricing practices within the retail sector.