GENDER PRICING EQUITY ACT

Illinois General Assembly - Full Text of HB4457

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HB4457 - 104th General Assembly

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104TH GENERAL ASSEMBLY
State of Illinois
2025 and 2026
HB4457

Introduced 1/20/2026, by Rep. Amy Briel

SYNOPSIS AS INTRODUCED:

New Act
815 ILCS 505/2MMMM new

Creates the Gender Pricing Equity Act. Provides that a person, firm,
partnership, company, corporation, or business shall not charge a
different price for any goods that are substantially similar if those
goods are priced differently based on the gender of the individuals for
whom the goods are marketed and intended. Provides that a violation of any
of the provisions of the Act is an unlawful practice under the Consumer
Fraud and Deceptive Business Practices Act. Amends the Consumer Fraud and
Deceptive Business Practices Act to make a conforming change.
LRB104 16461 SPS 29854 b

A BILL FOR

HB4457
LRB104 16461 SPS 29854 b
1

AN ACT concerning business.

2

Be it enacted by the People of the State of Illinois,
3
represented in the General Assembly:

4

Section 1.
Short title.
This Act may be cited as the
Gender
5
Pricing Equity Act.

6

Section 5.
Definitions.
As used in this Act:
7

"Business" means any business acting in this State that
8
sells goods to any individual or entity, including, but not
9
limited to, retailers, suppliers, manufacturers, and
10
distributors.
11

"Goods" means any consumer products used, bought, or
12
rendered primarily for personal, family, or household
13
purposes.
14

"Substantially similar" means different goods that exhibit
15
all of the following characteristics:
16

(1) no substantial differences in the materials used
17

in production;
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(2) the intended use is similar;
19

(3) the functional design and features are similar;
20

and
21

(4) the brand is the same or both brands are owned by
22

the same individual or entity.
23

For the purpose of this definition, a difference in

HB4457
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LRB104 16461 SPS 29854 b
1
coloring among any of the goods shall not be construed as a
2
substantial difference.

3

Section 10.
Prohibition on gender discrimination in the
4
sale of goods.
5

(a) A person, firm, partnership, company, corporation, or
6
business shall not charge a different price for any goods that
7
are substantially similar if those goods are priced
8
differently based on the gender of the individuals for whom
9
the goods are marketed and intended.
10

(b) Nothing in subsection (a) prohibits differences in the
11
price of goods based specifically upon any of the following:
12

(1) the amount of time it took to manufacture those
13

goods;
14

(2) the difficulty in manufacturing those goods;
15

(3) the cost incurred in manufacturing those goods;
16

(4) the labor used in manufacturing those goods;
17

(5) the materials used in manufacturing those goods;
18

or
19

(6) any other gender-neutral reason for charging a
20

different price for those goods.

21

Section 15.
Enforcement by Attorney General.
A violation
22
of any of the provisions of this Act is an unlawful practice
23
under the Consumer Fraud and Deceptive Business Practices Act.
24
All remedies, penalties, and authority granted to the Attorney

HB4457
- 3 -
LRB104 16461 SPS 29854 b
1
General by that Act shall be available to him or her for the
2
enforcement of this Act.

3

Section 90.
The Consumer Fraud and Deceptive Business
4
Practices Act is amended by adding Section 2MMMM as follows:

5

(815 ILCS 505/2MMMM new)
6

Sec. 2MMMM.
Violations of the Gender Pricing Equity Act.
A
7
person who violates the Gender Pricing Equity Act commits an
8
unlawful practice within the meaning of this Act.

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