FTC Proposes Enforcement Policy Statement on Personalized Pricing

On August 19, 2026, the Federal Trade Commission (FTC) announced that it is seeking public comment on a proposed enforcement policy statement regarding personalized pricing. The proposed statement makes clear that the FTC intends to scrutinize personalized pricing practices under Section 5 of the FTC Act and marks the latest development in the FTC’s ongoing focus on how much consumers are being charged for goods and services.... By: Alston & Bird