Manitoba Proposes To Ban Personalized Pricing Under Bill 49

On March 12, 2026, Bill 49, The Business Practices Amendment Act, was introduced by the Government of Manitoba. The Bill targets the growing use of personalized algorithmic pricing and has now received first reading. If passed, the Bill would make Manitoba the first Canadian province to legislate on the use of personalized algorithmic pricing.

Personalized algorithmic pricing (also known as “dynamic pricing”) involves using algorithms to adjust prices based on consumer-specific data or market conditions. Companies may tailor prices using information such as a consumer’s location, browsing history or past purchases. While personalized pricing is not a new strategy, as artificial intelligence continues to evolve, critics warn that some systems can infer deeper insights, including purchasing intent or socioeconomic status, and use them to set higher individualized prices.