The Federal Trade Commission (FTC) has proposed a policy that would hold retailers accountable for varying prices based on individual customer assessments. Under this proposal, companies that engage in such pricing strategies could face federal charges. The announcement was made on August 19, 2026.
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FTC proposes policy to require transparency in personalized pricing by retailers
The FTC has introduced a proposal aimed at increasing transparency in pricing practices among retailers. Companies that adjust prices based on individual customer profiles may be subject to federal charges if the policy is enacted.
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FTC proposal would require retailers to be transparent about personalized pricing
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FTC proposes policy to require transparency in personalized pricing by retailers