A consumer protection bill passed in Hawaii includes a pricing rule that may affect how some transportation and logistics businesses advertise their services.
Most Hawaii trucking and transportation owners haven't heard of a specific provision buried in SB2031—a consumer protection bill—that could reshape how certain businesses in the state display prices. While the bill's main focus is consumer protection, one section introduces a mandatory total-price disclosure rule that affects specific service categories, and understanding it matters for business owners who operate in overlapping spaces.
Section 2 of SB2031 (codified as §481B, page 4) requires that any business selling live-event tickets or short-term lodging—including vacation rentals and short-term rental hosts—must display the all-in total price more prominently than any other pricing figure. This applies to every advertisement, listing, or offer across websites, apps, and physical locations.
The rule is straightforward: the total price consumers will actually pay must be the most visually prominent pricing information shown. This means base price, per-night rates, or any other partial pricing cannot be displayed larger, bolder, or in a more eye-catching way than the final, all-inclusive total.
If your trucking or transportation company operates shuttle services, charter buses, or any transportation tied to live events or short-term lodging arrangements, this rule may apply to how you advertise those services. Even if your primary business is logistics or freight, if you offer event-related or hospitality-linked transportation packages, you need to know this requirement.
The rule is enforced under Hawaii's Unfair or Deceptive Acts or Practices statute (§480-2), which means non-compliance can trigger consumer protection liability. Violations aren't treated as minor administrative oversights—they're treated as potentially deceptive business practices under state law.
The total price must include all mandatory charges: fees, taxes, surcharges, and any other costs the consumer cannot avoid. Advertising a rate of $50 per night when the actual cost is $67 after taxes and fees violates the rule. The $67 must be the most prominent price shown.
SB2031 became effective upon approval. There is no delayed implementation window or grace period stated in the bill. This means the requirement is already in force for any covered business.
If your business advertises live-event transportation or lodging-related services, audit your current advertising across all channels—website, social media, booking apps, and any printed materials. Ensure the total price is the most visually dominant pricing element in every listing and advertisement.
If you're uncertain whether your specific service offering falls under this rule, consult with a local business attorney familiar with Hawaii consumer protection law. The stakes are real: violations can result in enforcement action and liability under §480-2.
For a detailed, business-specific breakdown of how SB2031 applies to your operation, contact your local Hawaii business association or a consumer protection attorney licensed in the state.