FTC warns personalized pricing based on personal data
By The BriefBrief
The FTC warned businesses that changing prices for individual shoppers based on analysis of personal data could violate federal consumer law. In a proposed enforcement policy statement, the agency said consumers expect prices to apply uniformly and that undisclosed personalized pricing may be deceptive.
WHO:Federal Trade Commission (FTC)
WHAT:FTC warned that personalized pricing using consumers' personal data could violate consumer protection law.
WHEN:Reported Aug 20, 2026 at 12:54 PM ET
WHERE:USA
WHY:The FTC issued the warning that undisclosed personalized pricing based on personal data and conclusions about willingness to pay could mislead consumers and constitute deceptive practices under federal law.
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