FTC Scrutinizes Personalized Online Pricing

The Federal Trade Commission (FTC) is actively scrutinizing personalized pricing, a practice where companies leverage consumer data to customize online prices and offers. In a proposed policy statement published on August 19, 2026, the FTC indicated that while the practice cannot be banned outright, companies must clearly inform consumers about how their data impacts pricing to avoid violating consumer protection laws.

Evidence suggests that data collected on browsing patterns, purchase history, location, and even mouse movements can inform pricing decisions. Intermediary pricing companies reportedly work with hundreds of clients across various sectors. Research, including a June 2026 rideshare test and a December 2025 grocery price analysis, has shown substantial price differences for identical services or items among different consumers.

These studies, while disputed by some companies, highlight the potential for significant price variations. Historically, personalized pricing concerns date back to at least 2014, with studies finding price discrimination on various retail and travel websites. Consumers can take steps to mitigate this, such as checking prices before signing in, using guest checkout, and comparing offers across different platforms.