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Verified market signals· Filtered by "Personalized Pricing"

Lead DevelopmentFACT · 4/5•11 Sept '26•Via https://martech.org/feed/

FTC Proposes Enforcement Policy on Personalized Pricing Transparency

The U.S. Federal Trade Commission (FTC) proposed an enforcement policy on August 19, 2026, targeting personalized pricing practices. While not banning the practice, the FTC aims to increase transparency under Section 5 of the FTC Act, requiring sellers to disclose when prices are personalized, the reasons, and the types of data used. The proposal includes specific scenarios where personalized pricing could be scrutinized, such as consumers in vulnerable situations. Marketers are concerned about the operational challenge, as many lack the data governance and integration systems to comply. The policy is open for public comment until September 25, 2026.

•FTC proposed a policy on personalized pricing on Aug. 19, 2026
•Policy seeks transparency in personalized pricing, not a ban
•Public comment period open until Sept. 25, 2026

Entities:FTC

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FACT · 4/526 Aug '26· Via Retail Dive

FTC Targets Personalized Pricing

The U.S. Federal Trade Commission is seeking public comment on personalized (aka surveillance) pricing and has published a proposed enforcement policy statement addressing when price personalization may violate Section 5 of the FTC Act. The agency warns companies that fail to disclose how they use consumers' data to set prices could face enforcement. The move follows recent state-level actions (Maryland, Connecticut) and mounting investigations showing large price variability in services like grocery delivery and ride-hailing. Industry observers say AI-driven data signals can amplify these practices and that businesses should weigh short-term revenue gains against long-term consumer trust and regulatory risk.

•The Federal Trade Commission published a proposed enforcement policy statement and is seeking public comment on personalized pricing.
•FTC warned businesses that failing to disclose how consumer data is used to set prices may violate Section 5 of the FTC Act.
•Maryland passed a law limiting surveillance pricing and Connecticut banned the practice; more than two dozen states have introduced over 40 surveillance pricing bills, per Holland & Knight.

FTC Instacart Uber Lyft

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