Stop Secret Algorithmic Price Hikes

Summary#

This bill changes Saskatchewan’s consumer protection law to stop unfair A.I.-driven pricing. Its main goal is to prevent online sellers and stores with digital shelf labels from quietly charging certain people more based on their personal data.

• Defines “personalized algorithmic pricing” as prices set or changed for a specific person using data about them (like browsing history, income, location, device, or health status).
• Makes it an unfair business practice to charge a higher price to a particular consumer because of personalized algorithmic pricing.
• Requires online sellers to clearly explain any higher, personalized price and get the consumer’s clear “yes” before it can count as consent.
• Says the use of personalized pricing is important information that cannot be hidden during a sale.
• Lets regulators treat algorithm-based conduct as unfair even if no purchase happens.
• Sets a two-year window to prosecute offences starting when the regulator learns of enough evidence, not when the act occurred.

What it means for you#

• Shoppers (online and in-store)

  • You should not be charged more than other people just because of data about you, unless the seller clearly explains it and you clearly agree.
  • If a store uses electronic shelf labels (digital price tags), it cannot charge you more at checkout due to personalized pricing.
  • The fact that personalized pricing is being used must be treated as important and not hidden from you.
  • You can complain about unfair algorithmic practices even if you did not complete a purchase.

• Vulnerable consumers

  • The law says it is unfair to take advantage of people who cannot protect their own interests due to age, disability, language, or similar reasons.
  • Very harsh or one-sided terms in a consumer deal can also count as unfair.

• Online retailers and online distributors

  • You cannot use personalized algorithms to increase the price for a specific consumer.
  • To claim a consumer agreed to a higher, personalized price, you must:
    • Clearly explain the reason for the higher price in plain language.
    • Get a clear action from the consumer showing consent (for example, ticking a box).
  • Regulators may look at whether the pricing, mandatory fees, and other key facts were clearly shown and easy to find.
  • Using algorithms or A.I. by you or a third party can still lead to an unfair-practice finding, even if the sale never happens.

• Stores using electronic shelf labels

  • You must honor the displayed shelf price and cannot use a consumer’s data to demand more at checkout.

• Enforcement timeline

  • The government has up to two years to start a case after the director becomes aware of enough evidence, which can extend the time for action.

Expenses#

No publicly available information.

Proponents' View#

• Protects people from secret “pay more because of who you are” pricing based on personal data.
• Builds trust by requiring clear disclosure and a clear “yes” for any higher personalized price.
• Helps vulnerable consumers who may be easier targets for unfair pricing.
• Ensures shelf prices shown on electronic labels are honored at checkout.
• Updates existing consumer protection rules for the online and A.I. era.
• Gives regulators clearer tools to act on unfair algorithmic practices, even when a sale does not go through.

Opponents' View#

• Could increase compliance costs for online sellers and platforms, especially small businesses, due to new disclosure and consent steps.
• May create uncertainty about what counts as “personalized algorithmic pricing,” making routine price testing or dynamic pricing riskier.
• The consent requirement could add friction at checkout and reduce convenience for shoppers.
• Businesses may worry that using consumer data, even for benign reasons, could be judged unfair after the fact.
• Longer prosecution window from discovery may increase legal exposure over time.