FTC extends personalized-pricing policy comments to September 25
Oct 4, 2026 edition · GC-2026-0037 · Published 2026-10-04 · Version 2 · Proposed
The extended September 25 personalized-pricing comment window is closed; the retained FTC policy remains a proposal concerning deception, unfairness and disclosure.
What happened
The FTC extended its personalized-pricing policy comment period by seven days, from September 18 to September 25, 2026. The deadline had passed by October 4, so this comment opportunity remains closed. The announcement defines personalized pricing as using personal data to estimate what an individual consumer is willing to pay. The retained policy document is the August 19 proposal; closure of comments does not establish its adoption.
The proposal focuses on pricing that conflicts with consumers' reasonable expectations. It describes clear disclosures of personalization, its basis and the types of data used, and discusses misleading omissions and associated data practices under FTC Act section 5. It acknowledges that the FTC lacks authority to ban personalized pricing outright and distinguishes ordinary market-driven variation and established risk-based products. These proposed explanations should remain separate from a claim that every individualized price is unlawful.
Scope and timing
- Authority status
- Proposed
- Applicability
- Potentially applicable
- Audience
- Health-tech, Health systems, Provider networks
- Jurisdiction
- Federal
- Recorded date
- 2026-09-25
- Date type
- comment
Why it matters
Pricing reviews should identify personal-data use and disclosure risks without treating the closed consultation as an adopted blanket prohibition.
Recommended action
Archive any timely comments, inventory personalized-pricing data and disclosures, and monitor separately for final FTC action with Legal.
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
Complete edition and supplemental material
This finding in the complete approved report →Regulatory horizons, CIA trends and implementation trackers remain in the full report.
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