How do you show a total price in Virginia when the final price can vary?
Quick answer
If your service price depends on customer selections, distance or time, you are a price-variable supplier under Va. Code 59.1-607. You comply by clearly and conspicuously disclosing the factors that set the final price, any mandatory fees or surcharges, and that the total may vary (59.1-608(D)). Auctions disclose mandatory fees and that cost may vary (608(B)). Willful violations cost up to $2,500 each.
What does the law say? Key facts and official sources
| Item | What the law says | Source |
|---|---|---|
| In force | July 1, 2025 (2025 Acts ch. 686, SB 1212, approved May 2, 2025; also ch. 685) | Acts of Assembly 2025 ch. 686 |
| Price-variable supplier | A supplier that offers services the total price of which is determined by consumer selections or preferences or dependent on distance or time (59.1-607) | Va. Code 59.1-607 |
| How to comply | Disclose (i) the factors determining the final price, (ii) any mandatory fees or surcharges and (iii) that the total cost of services may vary (59.1-608(D)) | Va. Code 59.1-608 |
| Auctions | Disclose any mandatory fees and that the total cost may vary (59.1-608(B)) | Va. Code 59.1-608 |
| Left out of mandatory fees | Government taxes or fees and reasonable postage or shipping fees (59.1-607) | Va. Code 59.1-607 |
| Penalty | A violation is a prohibited practice under the Virginia Consumer Protection Act (59.1-610); willful violations up to $2,500 each, $5,000 for willful breach of an injunction or assurance (59.1-206(A),(C)) | Va. Code 59.1-206 |
| Last verified | October 31, 2026 | Astor Ventures |
What does "clearly and conspicuously" mean?
Chapter 58 borrows the definition in Va. Code 59.1-207.45 (59.1-607). Put the factors, fees and the "total may vary" line where the price is shown, not only in terms and conditions.
Can I still add a fixed service fee at checkout?
Not silently. A fee that must be paid to buy the service is a mandatory fee (59.1-607) and must be disclosed under 608(D)(ii).
Are there industries that are fully outside the law?
Yes: motor vehicle dealer fees authorized by law, electric, gas and telecom utilities, settlement services (not broker commissions) and air carriers (59.1-609(B)).
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What else do people ask?
When did this start?
July 1, 2025 (2025 Acts ch. 686).
Can I run discounts?
Yes. Reducing a price or waiving fees is not a violation (59.1-609(A)).
Who enforces it?
Enforcement is under the Virginia Consumer Protection Act (59.1-610).
Is this legal advice?
No. General information only.
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