On August 19, the U.S. Federal Trade Commission (FTC or Commission) proposed an “Enforcement Policy Statement Regarding Personalized Pricing.” The statement explains that the FTC will prioritize enforcing its consumer protection mandate to prevent companies from varying prices based on individual consumers’ personal data without certain disclosures. The public — businesses and consumers alike — will have an opportunity to provide feedback on the policy statement. Comments were due by September 25.
As used by the FTC, “personalized pricing” means the practice of setting the price offered to a particular consumer based on that consumer’s personal data or inferences drawn from it. Importantly, the FTC does not treat every individualized or variable price as personalized pricing. It distinguishes dynamic pricing based on market conditions, such as changes in supply and demand that affect everyone in the same market, including highly localized rideshare demand; regional price differences attributable to taxes, regulation, or local market conditions; and prices that inherently depend on a purchaser’s individual characteristics — its examples are insurance and credit, where individualized risk legitimately affects price.
