On March 28, 2025, the Colorado State Legislature introduced House Bill 1090, a significant piece of legislation aimed at enhancing pricing transparency and protecting tenants from unfair charges. The bill seeks to address growing concerns about deceptive pricing practices in various sectors, particularly in rental agreements and service industries.

The primary purpose of House Bill 1090 is to require businesses to disclose the nature and purpose of any pricing information that is not included in the total price of goods, services, or properties. This provision aims to eliminate confusion and ensure consumers are fully informed about what they are paying for. Notably, the bill prohibits landlords from imposing certain fees or charges on tenants, reinforcing protections against unexpected costs that can burden renters.

Key provisions of the bill include a clear definition of what constitutes a violation of pricing transparency, categorizing deceptive, unfair, and unconscionable acts as violations. For instance, food and beverage establishments must disclose any mandatory service charges in the total price and ensure that these charges are distributed fairly among non-managerial employees. Additionally, businesses that comply with federal pricing transparency laws are exempt from certain penalties.

The bill also introduces a civil remedy for individuals aggrieved by violations, allowing them to seek damages. If a business fails to address a written demand for a violation within 14 days, it may face penalties of three times the actual damages incurred or a fine ranging from $100 to $1,000 per violation. This provision empowers consumers and tenants, giving them a legal avenue to challenge unfair practices.

Debate surrounding House Bill 1090 has highlighted concerns from various stakeholders. Supporters argue that the bill is a necessary step toward consumer protection and fair business practices, particularly in a state where housing costs are rising. Critics, however, express concerns about the potential burden on businesses, particularly small enterprises that may struggle to comply with the new requirements.

The implications of House Bill 1090 extend beyond consumer protection. By enhancing pricing transparency, the legislation could foster a more equitable marketplace, potentially influencing consumer behavior and encouraging businesses to adopt fair pricing strategies. As the bill progresses through the legislative process, its outcomes could reshape the landscape of rental agreements and service pricing in Colorado.

In conclusion, House Bill 1090 represents a proactive approach to addressing pricing transparency and tenant protections in Colorado. As discussions continue, the bill's potential to impact both consumers and businesses will be closely monitored, with advocates urging swift passage to safeguard against unfair pricing practices.