OFT report on personalised pricing

Personalised pricing is the practice where businesses use information collected about individuals to offer different prices to different consumers. As websites are increasingly able to collect or infer a great deal of information about their users, concerns have grown that organisations may be using data to offer higher prices to some individuals.

The OFT has published its report following a call for information on online personalised pricing. No evidence was found that online retailers use customer data to offer higher prices to individuals. Many retailers were, however, found to shape pricing or place advertisements based on consumer information collected. Particular concerns are the lack of transparency about the data being collected and the purposes for which it is used and the fact that it is not always possible to opt out of non-essential use…

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