FTC Proposes Enforcement Policy Statement on Personalized Pricing - Hunton Andrews Kurth LLP
The FTC has proposed an enforcement policy statement on personalized pricing, signaling increased scrutiny of data-driven pricing practices. Businesses using consumer data for individualized pricing should review their practices for compliance with consumer protection laws.
Aforeworn detected this change in the US State Data-Privacy Laws space on August 24, 2026 and published this briefing so affected operators are forewarned rather than caught off guard. It is rated Medium urgency. Multistate retailers, adtech/data brokers, SaaS platforms, and privacy consultants that use consumer data for personalized pricing. should confirm how it applies to their specific situation before acting. There is a time constraint attached: Not specified in the source.. Acting after that point can mean penalties, a lapsed licence, or lost eligibility — exactly the kind of surprise Aforeworn exists to prevent. Aforeworn monitors US State Data-Privacy Laws continuously and turns every detected change into a plain-English briefing like this one, so you always know first. Forewarned is forearmed.
What changed
The FTC has proposed a policy statement that may clarify its stance on personalized pricing, potentially leading to enforcement actions against unfair or deceptive practices.
Who it affects
Multistate retailers, adtech/data brokers, SaaS platforms, and privacy consultants that use consumer data for personalized pricing.
What you must do
Review current personalized pricing practices to ensure they are transparent and do not mislead consumers, and monitor the FTC's final policy statement for specific requirements.
Deadline
Not specified in the source.
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