On May 9, 2025, New York Governor Kathy Hochul signed Assembly Bill S3008C, the New York Algorithmic Pricing Disclosure Act, into law. This wide-ranging legislation includes new consumer transparency requirements for personalized algorithmic pricing. A3008 amends New York’s deceptive trade practices statute to prohibit the use of personalized algorithmic pricing unless a clear and conspicuous disclosure is provided to the consumer: “THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA.” The disclosure must be easily visible and understandable and provided alongside every price advertisement or announcement.