FTC proposal would require retailers to be transparent about personalized pricing0

• Gear / Gear News and Events, General, News, Newsletters, Security / Security News, US
• August 20, 2026

Companies that secretly vary prices based on how much they think individual customers will pay could face federal charges under a proposed policy released Wednesday by the Federal Trade Commission. “When consumers see a listed price, they expect it to be same price that everyone else sees, not the retailer’s estimate of how much they