Algorithm-based pricing changes are now common. Some laws are pushing back. Westend61 via Getty

Online shoppers in New York are now seeing a new warning on product pages thanks to consumer protection legislation that took effect in early November. Particularly noticeable during Black Friday sales were messages that told shoppers: "This price was set by an algorithm using your personal data."

This piece of legislation requires companies (with exceptions for rideshare apps ) to show buyers when they use surveillance pricing to set online prices , potentially raising costs for some people while lowering them for others.

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