Any company using an algorithm that utilizes personal data to set prices for consumers in New York state must comply with a new statute: the Algorithmic Pricing Disclosure Act. The Act applies to businesses that use “personalized algorithmic pricing” to set the price of goods or services and then offer, display or make available to a consumer such goods and services using the personal data specific to that consumer. These businesses will now be required to make a “clear and conspicuous disclosure” that states “THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA.”