Colorado House Bill 25-1090

Overview

Colorado House Bill 25-1090 (HB 25-1090), titled ‘Protections Against Deceptive Pricing Practices,’ was signed into law on April 21, 2025, and is set to take effect on January 1, 2026, unless a voter referendum qualifies by August 5, 2025. The law mandates transparent disclosure of total pricing in any advertised good or service, with broad applications to print, digital, and interactive electronic media.

Applicability to Printed Advertising

Advertisers using printed materials must:

• Display the total maximum price prominently as a single number.
• Ensure the total price is more prominent than any price breakdown.
• Avoid using vague or misleading pricing language such as ‘starting at’ or ‘plus fees’ without clearly stating the total price.
• Clearly disclose any additional fees not included in the total, including their nature, recipient, and refundability.
• Comply with consumer protection provisions that consider violations as deceptive or unfair trade practices.

Applicability to ILS Websites (Internet Listing Services)

HB 25-1090 extends to all interactive electronic media, including ILS websites such as Zillow or Apartments.com. Key requirements include:

• Displaying the total price prominently and unavoidably.
• Ensuring that no fee or total price is hidden behind expandable sections or fine print.
• Explaining variable pricing if the total cannot be determined at the time of listing.
• Disclosing details about any additional charges, including their purpose and refundability.
• Applying these standards not just to rentals, but to any good or service listed online.

Enforcement & Timeline

Violations may result in civil penalties under Colorado’s Consumer Protection Act. Consumers can demand refunds or stop payment on non-compliant fees. If not addressed within 14 days, violators may owe damages plus 18% annual interest or triple actual damages. The bill applies to services or contracts extending into 2026 regardless of agreement date.