The Federal Trade Commission announced this week that the agency is seeking public comment about a new policy document on surveillance pricing, warning companies that they could be breaking the law if they use personal data to charge consumers higher prices. It was a surprise move for President Donald Trump’s administration, which killed a Biden-era FTC study on surveillance pricing in 2025.
But there’s one thing about the new FTC announcement that’s very different from how President Joe Biden’s administration handled the topic of surveillance pricing. Trump’s FTC doesn’t call it surveillance pricing at all. They call it personalized pricing…
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