Colorado's Protections Against Deceptive Pricing Practices

Colorado's HB 25-1090, the Protections Against Deceptive Pricing Practices Act, was signed by the Governor on April 21, 2025 and takes effect January 1, 2026. It requires businesses to "clearly and conspicuously disclose the maximum total" — the total price — of all amounts a person may pay for a good, service, or property.

The act also prohibits misrepresenting pricing information and requires clear disclosure of any charge that is not included in the disclosed total, with an explanation of when and how that charge will be calculated.

HB 25-1090 applies broadly to consumer transactions, but several industries received tailored carve-outs to address legitimate operational realities:

• Food and beverage establishments — mandatory service charges may be permitted with conspicuous disclosure.
• Broadband, cable, and satellite providers — total price disclosures aligned with FCC requirements.
• Delivery network companies — fees may be percentage-based with clear pre-checkout disclosure.
• Real estate settlement services — settlement-cost disclosures align with federal RESPA practices.
• Businesses with indeterminate pricing — must disclose the methodology and any minimum or maximum.
• Residential rentals — landlords cannot require tenants to pay prohibited junk fees or include them in lease provisions (building on HB 23-1095 limits on rental mark-ups).

Violations of HB 25-1090 are deceptive trade practices under the Colorado Consumer Protection Act (C.R.S. § 6-1-105 et seq.). A person harmed by a violation may send a written demand to the alleged violator. If the violator declines to make full legal tender or to cease the conduct within 14 days of the written demand, the violator is liable for actual damages plus 18% interest, compounded annually. The Colorado Attorney General and district attorneys may also pursue civil penalties, restitution, and injunctive relief.

Private plaintiffs may sue for actual damages, treble damages in some circumstances, and attorneys' fees.

HB 23-1095 (signed 2023) already restricted residential-rental "junk fees" — capping mark-ups on third-party costs and limiting fee provisions in residential leases. HB 25-1090 broadens the framework beyond housing to general consumer pricing.

Colorado has historically also enforced pricing transparency under the existing Colorado Consumer Protection Act, particularly against hospitality and short-term rental operators advertising rates that excluded mandatory cleaning, resort, or service fees.