FTC moves to make retailers disclose 'personalized pricing' as technology enables surveillance

The US Federal Trade Commission is proposing a policy that would require retailers to disclose when they use consumers' personal data to set personalized prices, warning that failure to do so could violate laws against unfair or deceptive practices. The proposal aims to address concerns over 'surveillance pricing' enabled by advanced data collection technologies and is open for public comment until September 18, 2026.

This Wire brief sits within Fusion42's coverage of E-commerce, and 2 sources have reported it between 19 Aug 2026 and 25 Aug 2026.