FTC Gives Public More Time to Weigh In on Personalized Pricing Rules
The Federal Trade Commission has extended the public comment period on its proposed enforcement policy statement about personalized pricing, moving the deadline from Sept. 18, 2026, to Sept. 25, 2026. The change gives consumers, businesses and advocacy groups an extra seven days to tell the agency what they think about how companies use personal data to set prices for individual shoppers.
What personalized pricing means
According to the FTC, personalized pricing refers to the use of personal data to set prices according to the amount a company believes an individual consumer is willing to spend. The agency first invited public comments on this topic on Aug. 19, 2026, with an original deadline of Sept. 18, 2026. That window has now been extended by seven days, meaning the FTC will accept comments through Sept. 25, 2026.
The FTC’s announcement does not describe the specific mechanics of how such pricing might work, what data would be used, or which industries the proposed policy statement would cover. It simply defines the practice and confirms the extended comment window tied to a proposed enforcement policy statement.
Who this affects
Any shopper who buys goods or services online is a potential subject of discussions around personalized pricing, since the practice as defined by the FTC involves using personal data to determine what an individual might be charged. Businesses that collect consumer data and set prices based on that information are also directly affected, since the proposed policy statement is meant to guide enforcement in this area.
The press release does not name specific companies, industries, or enforcement actions tied to this policy statement. It is a comment period on a proposed statement, not a finalized rule or a completed investigation.
What has actually changed
The only concrete change announced is the timeline. The FTC opened the comment period on Aug. 19, 2026. The original deadline for electronic submissions was Sept. 18, 2026. The FTC has now extended that deadline by seven days to Sept. 25, 2026. Comments are collected electronically, and the underlying proposal is the FTC’s proposed Enforcement Policy Statement Regarding Personalized Pricing, referenced in the release as a related action.
The release also includes the FTC’s standard consumer protection contact information, noting that consumer topics can be found at consumer.ftc.gov and that fraud or scams can be reported at ReportFraud.ftc.gov. It reiterates that the FTC will never demand money, make threats, tell someone to transfer money, or promise a prize.
What readers can check now
Anyone interested in how personal data might be used to set individual prices has a specific, time-limited opportunity to act. The comment period tied to this proposed policy statement remains open until Sept. 25, 2026. The FTC’s public comment process is open to individuals, not just businesses or trade groups, and comments become part of the public record the agency reviews before finalizing any policy statement.
- The comment deadline is Sept. 25, 2026, extended from the original Sept. 18, 2026 date.
- The proposed policy statement concerns enforcement related to personalized pricing based on personal data.
- Comments are submitted electronically through the FTC’s public comment system.
- The underlying proposal was first opened for comment on Aug. 19, 2026.
What is not yet known
The press release does not specify what enforcement actions, penalties, or industry-specific guidance the final policy statement might contain. It does not list examples of personalized pricing practices already identified by the agency, nor does it name any company under review. Readers looking for those details will need to consult the full text of the proposed policy statement directly, since the press release itself is limited to announcing the extended comment window.
Full details on the proposal and the comment process are available through the FTC’s press release.
Readers who want their views on file with the agency should submit comments before the Sept. 25, 2026 deadline through the FTC’s public comment portal referenced in the release.
This is a News-lane report. It was drafted automatically from the linked primary source and published after automated checks that every figure appears in that source. It is summarised regulatory news, not evergreen guidance and not financial advice. See our AI content disclosure and disclaimer.
