Colorado HB25-1090 Brings New Pricing Transparency Requirements

Colorado’s HB25-1090, the “Protections Against Deceptive Pricing Practices” law, was signed by Governor Polis and takes effect January 1, 2026. The legislation requires businesses to clearly and conspicuously disclose the total price consumers will pay for goods, services, and property, including mandatory fees and charges, rather than advertising a lower price and adding fees later in the transaction.

For automotive retailers, the law reinforces the importance of transparent pricing by requiring advertised vehicle prices to include mandatory dealer-imposed charges and fees. The measure is intended to combat deceptive pricing practices and improve consumer confidence by ensuring shoppers can more easily compare offers based on actual costs. Violations may be treated as deceptive trade practices under Colorado law.

CIADA will continue monitoring implementation and guidance related to HB25-1090 and will keep Colorado independent dealers informed about compliance requirements and industry impacts as the effective date approaches

Reference: https://leg.colorado.gov/bills/hb25-1090