Story perspectives

FTC Proposes Rule Against Undisclosed Personalized Pricing

By Drooid · Sep 30, 2026, 10:50 AM UTC · How we work

Summary

Story summary

The U.S. Federal Trade Commission proposes a rule that undisclosed personalized prices could violate the law.
McDonald’s has used an AI pricing tool since at least 2019 to set U.S. menu prices.
In Fresno, California, a Big Mac sold for $5.69 at one outlet and $6.89 at another.
Seattle became the first U.S. city to ban AI-driven personalized pricing in grocery stores.

History

Historical Context

After the EU adopted the Unfair Commercial Practices Directive in June 2005, all member states—including France, Germany and the United Kingdom—were required to outlaw deceptive pricing and enforce penalties to protect consumers. The U.S. Federal Trade Commission now mirrors that framework with a proposed rule on AI-driven personalized pricing, targeting firms such as McDonald’s.

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Story summary

The U.S. Federal Trade Commission proposes a rule that undisclosed personalized prices could violate the law.
McDonald’s has used an AI pricing tool since at least 2019 to set U.S. menu prices.
In Fresno, California, a Big Mac sold for $5.69 at one outlet and $6.89 at another.
Seattle became the first U.S. city to ban AI-driven personalized pricing in grocery stores.

1 / 2