US FTC considers requiring disclosure of personalized pricing

The agency cited a number of potential improper surveillance pricing methods. Potential red flags would include delivery companies charging customers higher prices for milk based on data showing that multiple children live in a household or hotels charging higher prices on the basis of personal data showing consumers were traveling for a funeral.

The FTC's proposed enforcement policy will be open for public comment for 30 days. The FTC said it was not taking a position on whether some personalized pricing practices are unfair even when fully disclosed.

In January, California Attorney General Rob Bonta announced a broad probe into the practice of using personal data to set individualized prices. Republican and Democratic lawmakers in the U.S. Congress have also raised concerns.