UK Government Urged to Ban Personalised Price Hikes: What It Means

Jan de Vries · 2026-10-30

Dr Raj Joshi has a message for the UK government: stop retailers from using your online behaviour to charge you more. In a recent push, he's calling for a ban on personalised price increases based on browsing history and shopping habits. It's a move that could reshape how e-commerce works—and not just in the UK. If you're in the US, you might think this doesn't affect you. But algorithms don't respect borders. The same tactics used in London could easily show up in New York or San Francisco. So let's break down what's happening and why it matters. ### What's the Issue? Personalised pricing is when retailers adjust prices based on data they've collected about you. Maybe you've browsed a pair of shoes three times. Suddenly, the price goes up. Or you're a loyal customer who always buys premium brands—so you see higher prices than a new visitor. Dr Joshi argues this is unfair and opaque. "Consumers shouldn't be penalised for showing interest," he says. "It's a form of price discrimination that exploits data asymmetry." ### Why Now? The UK government has been under pressure to regulate Big Tech and protect consumers. With the rise of AI-driven pricing tools, the issue has become more urgent. Retailers can now adjust prices in real-time based on a shopper's perceived willingness to pay. > "If you're tracked, you're targeted. And if you're targeted, you pay more. That's not a free market—it's a rigged one." — Dr Raj Joshi ### What Would a Ban Look Like? A ban would likely prohibit retailers from using personal data to set individual prices. Instead, prices would need to be uniform for all shoppers, except for legitimate discounts (like loyalty programs or bulk purchases). - Retailers would need to prove that price differences are not based on personal data. - Enforcement could fall to the Competition and Markets Authority (CMA). - Penalties might include fines or mandatory transparency reports. ### The US Angle In the US, there's no federal law against personalised pricing, though the FTC has shown interest. Some states, like California, have privacy laws that could indirectly limit the practice. But without clear rules, it's a wild west. For US startups and e-commerce professionals, this is a wake-up call. If the UK bans the practice, it could set a global precedent. Companies operating internationally may need to adjust their algorithms to comply. ### What This Means for Startups If you're building a pricing engine, you might need to rethink your data strategy. Transparency could become a competitive advantage. Startups that can offer fair, explainable pricing might win trust—and customers. Dr Joshi's campaign is gaining traction. Whether the UK government acts remains to be seen. But one thing's clear: the conversation around data ethics in commerce is just getting started. So next time you see a price change after browsing, ask yourself: is this dynamic pricing, or is it personal? The answer might surprise you.