Your location or browsing habits could lead to price increases when buying online

The FTC released initial findings from an inquiry into “surveillance pricing,” revealing that third-party intermediaries and retailers use detailed consumer data (e.g., location, demographics, browsing behavior, mouse movements) and AI to set individualized prices, raising significant privacy, fairness, and consumer protection concerns—including targeting people based on health-related lists. The agency is examining which products/services are involved, data sources, customers, and pricing impacts, while the article advises consumers to minimize data sharing, limit app permissions, read privacy policies, and use tracking blockers to reduce exposure.