Colorado takes on pricing algorithms in fresh battle

A new bill in Colorado wants businesses to stop using sneaky tricks to charge different prices to different customers. House Bill 1210 would block companies from using personal data to set personalized prices on everything from groceries to ride-shares. Last year, a similar bill aimed at stopping rent hikes using algorithms was rejected by the governor. Now, lawmakers are trying again with even stronger rules. Supporters say the bill protects people from being overcharged just because a company knows they really need something. Imagine buying diapers and being charged more because the system thinks you're desperate. Critics argue the bill goes too far, saying tech companies use these tools to offer discounts and make prices fairer. Business groups call it too vague and warn it could hurt normal business operations.The debate isn’t just about Colorado. Other states like Maryland have passed laws to limit price surveillance, but Colorado’s version would be the toughest in the country. Still, the governor hasn’t tipped his hand. His office says he worries about market interference, but lawmakers like Rep. Javier Mabrey believe he’ll sign it for the people. This bill is one of the last big affordability pushes from House Democrats this session. Earlier this year, other price-related bills died quickly, showing how hard it is to get change on this issue. The governor has a history of rejecting tech regulations, so this could be another tough fight. If the bill passes, the governor has 30 days to decide. If he signs it, the new rules would start in August. Either way, the conversation about fair pricing in the digital age isn’t over.