On this Wednesday, the US Federal Trade Commission (FTC) released a notice cautioning businesses: if they leverage consumer personal data to craft personalized pricing, they are obligated to transparently reveal this strategy along with the specific data types employed. Personalized pricing involves businesses gauging consumers' price sensitivity by analyzing data points like browsing history and location, subsequently tailoring prices to individual customers. The FTC clarified that while it lacks the direct authority to outlaw such pricing methods, it will enforce penalties against companies that neglect to fulfill disclosure obligations. For instance, food delivery services that hike fees based on personal data, or ride-hailing firms that inflate prices when passengers' devices lack rival apps, must all proactively make these practices known. The FTC underscored that opaque personalized pricing can significantly disadvantage consumers, with the intricacy of the methods inversely correlating to consumer benefit.