AAF pushes back on FTC's personalized pricing disclosure

2026-10-30

The FTC's proposed disclosure requirements for personalized pricing have met with strong criticism from major industry groups. NetChoice, Amazon, Google, Meta and other tech companies, argued that the FTC has not provided adequate evidence that consumers expect uniform pricing. Advertising industry associations, including the American Advertising Federation, also challenged the proposal, citing a lack of clear guidelines for assessing what consumers reasonably believe about pricing practices.

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