FTC to Launch New Study on Personalized Pricing

Federal Trade Commission Chairman Andrew Ferguson recently announced plans for a new study of personalized pricing under Section 6(b) of the FTC Act. The announcement follows the Commission’s 2024 study and issuance of initial findings in January 2025 under the previous administration, and its August 2026 proposed enforcement policy statement addressing the use of consumers’ personal data to set individualized prices under the current administration.

Businesses that receive 6(b) orders should treat them like subpoenas and civil investigative demands: recipients must respond or petition to limit or quash the orders. Companies should consider their response in light of the FTC’s continuing scrutiny of personalized pricing, the proposed policy statement, and new state laws addressing these practices.

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AndyC

Andy Curtis is an award-winning security consultant, researcher and public speaker. He has been working in the computer security industry since the early 1990s, having been employed by state and federal government, leading healthcare and banking providers across three continents. He has given talks about computer security for some of the world’s largest companies, worked with law enforcement agencies on investigations into hacking groups, and is a regular voice on TV and radio explaining IT security threats.

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