Villa backs HB4248 in Senate vote on transparency for algorithmic pricing

During the 104th General Assembly on May 31, 2026, Sen. Karina Villa (D-25th) voted Yes on HB4248—a measure aimed at transparency in algorithmic pricing—according to the Illinois Senate. The bill was approved in the Senate with a 41-16 vote.

The official bill text refers to it as the "ALGORITHMIC PRICE TRANSPARENCY" act.

The following summary explains the actual bill text, interpreting key provisions for clarity.

Essentially, the legislation creates the Algorithmic Pricing Transparency Act, requiring online sellers using “surveillance pricing” to clearly notify consumers when prices are personalized, specify what personal data types are used, and outline the mechanics of their pricing algorithm. It gives consumers the right to opt out of surveillance-based pricing for a non-personalized baseline price. The law prohibits using personal data categories such as race, religion, sexual orientation, immigration status, medical data and criminal history in pricing algorithms. It also forbids deceptive personalized pricing, protects those who opt out, allows exceptions for standard pricing practices, and subjects violations to state consumer fraud penalties. The act takes effect one year following enactment.

The official record for HB4248's Senate action was 'Third Reading - Passed'.

Villa, a Democrat, became a member of the Illinois State Senate in 2021, succeeding Jim Oberweis as the senator for the 25th District.

In Illinois, legislation moves through a multi-step legislative process beginning with introduction in the House or Senate, followed by committee consideration, floor debates, and chamber votes before advancing to the governor for a signature or veto. The General Assembly sits biennially, and although thousands of proposals are filed every session, only a small percentage are enacted into law.