2026-08-19 / 路透社
作者：大卫·谢泼德森
2026年8月19日 美国东部时间晚上9:20 更新于两小时前
- 监管式定价或违反美国法律，该机构表示
- 酒店不得向赴葬礼出行的旅客抬高房价
- 加州正调查此类行为，美国议员已提出担忧
华盛顿8月19日路透电 — 美国联邦贸易委员会（FTC）周三表示，正在考虑要求企业披露是否使用个性化定价数据，这一做法正受到州级和联邦官员越来越多的审查。
FTC以2票全票通过发布一份执法政策声明草案，草案称禁止欺诈行为的法律很可能禁止未经披露就使用个人数据制定价格的行为。
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监管式定价是指企业利用消费者的个人数据——例如浏览历史、位置信息和购物习惯——为产品制定个性化的算法定价，而非采用统一的全市场定价标准。
“当消费者看到标价时，他们期望这是其他所有人都能看到的统一价格，而非零售商基于其个人数据估算出的、他们愿意支付的价格，”FTC主席安德鲁·弗格森说道。
该机构列举了若干可能存在不当行为的监管式定价手段。潜在的风险信号包括：快递公司根据“家中有多名子女”的数据向客户收取更高的牛奶费用，或是酒店根据“消费者是为葬礼出行”的个人数据抬高房价。
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FTC拟议的执法政策将开放30天的公众意见征询期。FTC表示，并未就“某些个性化定价行为即便完全披露后是否仍属不公平”表态。
今年1月，加州总检察长罗布·邦塔宣布对“使用个人数据制定个性化价格”的行为展开全面调查。美国国会的共和党和民主党议员也已提出相关担忧。
消费者联盟的高级政策分析师格蕾丝·盖迪对FTC的举措表示赞赏。
“不该有人因为公司知晓其在线搜索内容、收入情况、家庭构成或行踪，就为食品杂货或其他生活必需品支付更高价格，”她说道。
美国经济自由项目的高级法律顾问李·赫普纳呼吁FTC采取进一步行动。“即便你被绑在铁轨上时能看到火车驶来，被火车撞到的痛苦也不会有丝毫减少，”赫普纳说道。
去年12月，Instacart终止了导致不同 shopper 针对同一商品看到不同价格的价格测试。该公司放弃这一做法之前，消费者联盟和另外两家非营利组织的一项研究显示，部分 shopper 看到的价格比同一商店浏览同款商品的其他消费者高出多达23%。
去年11月，议员们要求达美航空回应其是否制定个性化价格及其他定价行为。达美航空回应称，其不会基于个人信息制定价格。
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我们的标准：汤森路透信托原则
US FTC considers requiring disclosure of personalized pricing
2026-08-19 / Reuters
By David Shepardson
August 19, 2026 9:20 PM UTC Updated 2 hours ago
Signage is seen at the Federal Trade Commission headquarters in Washington, D.C., U.S., August 29, 2020. REUTERS/Andrew Kelly
- Surveillance pricing likely violates US law, agency says
- Hotels could not hike room rates for people traveling to funerals
- California probes practice, US lawmakers have raised concerns
WASHINGTON, Aug 19 (Reuters) – The U.S. Federal Trade Commission said on Wednesday it is considering requiring businesses to disclose whether they use personalized pricing data, a practice that has drawn mounting scrutiny by state and federal officials.
The FTC voted 2-0 to release a draft enforcement policy statement that would say the law barring deceptive practices likely prohibits undisclosed use of personal data to set prices.
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Surveillance pricing is a strategy where companies use a consumer’s personal data — such as browsing history, location and shopping habits — to set individualized, algorithmic prices for products, as opposed to using standard, market-wide pricing.
“When consumers see a listed price, they expect it to be the same price that everyone else sees, not the retailer’s estimate of how much they are willing to pay based on their personal data,” said FTC Chairman Andrew Ferguson.
The agency cited a number of potential improper surveillance pricing methods. Potential red flags would include delivery companies charging customers higher prices for milk based on data showing that multiple children live in a household or hotels charging higher prices on the basis of personal data showing consumers were traveling for a funeral.
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The FTC’s proposed enforcement policy will be open for public comment for 30 days. The FTC said it was not taking a position on whether some personalized pricing practices are
unfair even when fully disclosed.
In January, California Attorney General Rob Bonta announced a broad probe into the practice of using personal data to set individualized prices. Republican and Democratic lawmakers in the U.S. Congress have also raised concerns.
Grace Gedye, senior policy analyst at Consumer Reports, praised the FTC action.
“Nobody should have to pay more for groceries or other essential goods because a company knows what they’re searching for online, what their income is, the makeup of their household, or where they go,” she said.
Lee Hepner, a senior legal counsel at the American Economic Liberties Project, called on the FTC to take further action. “Getting hit by a train is no less painful if you’re tied to the tracks and see it coming,” Hepner said.
In December, Instacart ended price tests that resulted in different shoppers being shown different prices for groceries. The company’s retreat from the practice followed a study by Consumer Reports and two other nonprofit groups that showed some shoppers saw prices up to 23% higher than others browsing the same items from the same store.
In November, lawmakers asked Delta Air Lines to answer if it set personalized prices and other pricing practices. Delta responded it does not set prices based on personal information.
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Reporting by David Shepardson; Editing by David Gregorio
Our Standards: The Thomson Reuters Trust Principles.
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