FTC Warns Retailers on Personalized Pricing, Opens 30-Day Comment Period
Updated
Updated · Scripps News · Aug 19
FTC Warns Retailers on Personalized Pricing, Opens 30-Day Comment Period
3 articles · Updated · Scripps News · Aug 19
Summary
A new FTC letter says retailers using personal data to tailor prices could violate existing unfair-deception and privacy rules, even though the agency cannot outright ban the practice.
The proposal would require any personalized price to be clearly disclosed and to explain what consumer data was used, targeting cases where shoppers see a listed price that differs by individual.
Andrew Ferguson said consumers expect the same posted price as everyone else, while Consumer Reports welcomed the move but urged the FTC, Congress and states to go further and prohibit the practice.
The policy now enters a 30-day public comment period as regulators sharpen scrutiny of individualized pricing that a 2025 report found some companies already use online.