Companies that vary prices based on individual customers' willingness to pay may face federal charges under a proposed policy. The Federal Trade Commission released this proposal, which aims to require transparency from retailers about personalized pricing.

The FTC has been examining this issue, including the use of third-party companies to individualize online prices based on factors like location and browsing history.

Further details on the proposed policy and the FTC's findings are available from the source, including a preliminary report filed in January 2025 that discussed the practices of grocers, clothing companies, and other retailers.