Ley 10/2025 Final Provisions 1 and 3, Disclosure of Automated Personalisation of Offers and Prices to Consumers

Final provision 1 of Ley 10/2025 adds a new paragraph 9 to article 27 of Ley 3/1991 on Unfair Competition. Article 27 of Ley 3/1991 treats as unfair, because deceptive, the practices that it lists. The new paragraph 9 covers practices addressed to consumers individually and personalised on the basis of automated decision-making, without informing them of the parameters used for the personalisation or, for offers on contracts for financial products or services, of the data sources used.

Final provision 3 changes article 20(1)(c) of the consolidated General Law for the Defence of Consumers and Users so that, in contracts concluded at a distance or away from the business premises, the trader gives clear and comprehensible information on the price when it has been personalised on the basis of automated decision-making. That personalisation may not lead to increases in the final sale price when demand rises in contexts of urgency, risk or need of the consumer.

A context of urgency, risk or need is one arising from any situation that can be classified as a civil protection emergency under Ley 17/2015 on the National Civil Protection System. Ley 10/2025 entered into force on 28 December 2025.