Personalized pricing is “abhorrent,” but FTC limits may increase costs, critics say
摘要
美国联邦贸易委员会（FTC）正考虑限制企业基于个人数据实施的个性化定价，此举引发争议。支持者认为该做法“令人反感”，但批评者担忧，限制措施可能反而扼杀消费者依赖的折扣，并推高整体价格。FTC虽无权全面禁止个性化定价，但拟通过要求企业披露定价机制、对未披露行为设罚等方式加以约束。FTC主席表示，零售等领域的消费者通常预期标价对所有人一致，而新兴行业日益追踪用户
Some Americans worry that the Federal Trade Commission's rush to limit personalized pricing in the name of consumer protection could end up killing discounts they depend on or, counterintuitively, raising prices.
The FTC has no power to ban personalized pricing, in which a business uses a customer’s personal data to determine the highest price that person might be willing to pay for a product or service. But the agency believes it could set limits on the practice, including potential penalties for businesses that fail to disclose when customers may be paying more because data suggests they won't balk at the price.
In a request for public comment on a proposed policy statement, the FTC acknowledged that personalized pricing is common in some industries. But FTC Chair Andrew Ferguson said new industries are increasingly tracking customers to set individualized prices, blindsiding consumers who expect a listed price in markets like retail “to be the same price that everyone else sees,” Ferguson said.
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