UK Government Pressed to Ban Personalized Price Hikes Based on Your Browsing

Jan de Vries · 2026-10-30

Ever noticed how the price of that jacket you've been eyeing suddenly goes up after you've looked at it a few times? That's not a coincidence. It's called personalized pricing, and it's becoming a big problem. Dr Raj Joshi is now urging the UK government to ban this practice when it's based on your online behavior and browsing history. ### What's the deal with personalized pricing? Personalized pricing is when companies use your data—like what you've browsed, what you've bought before, even where you live—to set a price just for you. It's not always a bad thing; sometimes it means discounts. But when it's used to hike prices based on how interested you seem, that's when it gets shady. Dr Joshi, a consumer rights advocate, argues that this practice is unfair and opaque. "Consumers shouldn't have to worry that their online behavior will be used against them at checkout," he said. He's calling for legislation that would prohibit companies from charging different prices based on browsing history or other personal data. ### Why now? The timing makes sense. As more shopping moves online, companies have access to more data than ever. And with inflation squeezing budgets, every dollar counts. A recent survey found that 62% of UK shoppers are concerned about personalized pricing, and 45% said they'd stop shopping with a retailer if they found out they were being charged more based on their behavior. But it's not just about fairness—it's also about trust. If people feel like they're being taken advantage of, they'll take their business elsewhere. That's why some retailers are already voluntarily committing to transparency. But Dr Joshi says voluntary measures aren't enough. "We need a legal framework that protects all consumers, not just those who are aware of the issue," he added. ### What would a ban look like? Dr Joshi's proposal would make it illegal for companies to use personal data to set prices unless they can prove the data is directly relevant to the cost of providing the service. For example, a loyalty discount would still be allowed, but charging more because someone has visited the site multiple times would not. The government hasn't responded yet, but the pressure is mounting. Consumer groups are backing the call, and some MPs have already voiced support. It's a conversation that's happening across Europe too, with the EU Inc proposal also touching on data privacy and fair competition. ### The bottom line Personalized pricing is a complex issue, but one thing is clear: consumers want transparency. Whether the UK government will act remains to be seen, but Dr Joshi's campaign is a step toward putting the power back in shoppers' hands. In the meantime, what can you do? Be aware of how your data is being used, and don't be afraid to compare prices across different devices or browsers. And if something feels off, speak up. After all, it's your money.