FTC extends personalized-pricing policy comments to September 25

What happened

The FTC announced a seven-day extension of the comment period for its August 19 personalized-pricing proposal, moving the date from September 18 to September 25. The proposal addresses personal-data-based pricing that estimates an individual consumer’s willingness to pay, particularly where consumers expect a commonly offered price. The extension supplies additional consultation time; it does not finalize the policy or establish a general health care pricing rule.

Where consumers reasonably expect nonpersonalized prices, the proposed statement calls for clear disclosure of personalization, its basis and the data types used. It discusses potential unfairness and deception under Section 5, including misleading explanations and underlying data practices. Ordinary supply-and-demand changes and settings where individual risk affects price are distinct. The statement does not claim power to ban personalized pricing in all circumstances, and adequate disclosure of price personalization does not by itself settle separate concerns about collection, use or consent.

Why it matters

Consumer-facing health businesses should examine actual pricing practices and jurisdiction before deciding the proposal applies to them.

Sources

• Personalized-pricing comment extensionOfficial · FTC · 2026-09-03 · Source review 2026-09-06
• Proposed personalized-pricing enforcement statementOfficial · FTC · 2026-08-19 · Source review 2026-09-06