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FTC Proposes Disclosure Rules For Retailers Using Personalized Pricing
The Federal Trade Commission (FTC) in Washington proposed rules on Wednesday, August 19, 2026, requiring retailers to disclose when they use personalized pricing, list the categories of data used, and face enforcement for secret price personalization.[1]
The proposal opens a 30-day public comment period.[1] It warns that companies that secretly change prices could face enforcement under the FTC Act for unfair or deceptive practices.[1]
Retail and grocery trade groups defended loyalty programs, while Consumer Reports called for banning data-based personalized pricing outright.[1]
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📌 Key Facts
- On Wednesday, August 19, 2026, the FTC released a proposed policy targeting nondisclosed personalized pricing.
- The policy would require businesses to clearly and conspicuously disclose when they use personalized pricing and the categories of data used.
- Companies that secretly personalize prices could face FTC Act enforcement for unfair or deceptive practices under the proposal.
- The FTC opened a 30-day public comment period on the proposed policy.
- Retail and grocery trade groups defended loyalty programs, while Consumer Reports called for banning data-based personalized pricing outright.
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August 19, 2026