FTC Proposes Personalized Pricing Policy for 250-Client Market as Data Use Draws Scrutiny
Updated
Updated · Fox News · Sep 29
FTC Proposes Personalized Pricing Policy for 250-Client Market as Data Use Draws Scrutiny
3 articles · Updated · Fox News · Sep 29
Summary
Aug. 19 brought a proposed FTC enforcement policy stating companies may violate consumer-protection law if they use personal data to shape prices without clearly telling consumers.
FTC research says personalized pricing differs from ordinary dynamic pricing because it can use an individual's location, browsing, purchase history, cart activity and even mouse movements to influence prices, discounts or product rankings.
At least 250 clients worked with the pricing intermediaries the FTC examined, spanning groceries to clothing, showing the technology exists even if the agency did not say every client charges individualized prices.
Consumer Reports found wide price gaps in recent tests: Uber and Lyft checks across 30 virtual routes showed a 42.4% median spread, while a 2025 Instacart study found nearly three-quarters of tested grocery items varied, though all three companies disputed surveillance-pricing claims.
The proposal signals tougher Washington scrutiny of online shopping practices that can quietly personalize offers, while the FTC points consumers to steps such as private browsing, VPNs and comparing prices across apps and sites.