Part 4/6:
FTC Chair Lena Khan has expressed concern that companies could use this data in a covert manner—setting higher prices for certain individuals without their knowledge or consent. Such practices could undermine consumer trust and fairness in the marketplace, especially when prices fluctuate based on factors beyond traditional supply and demand.
Potential Impact on Consumers
The implications of surveillance pricing are profound. Consumers may be unaware that they are being charged more than their neighbors or colleagues simply because companies know more about them. For example, a person in a stressful life situation might be unaware that they’re paying a premium, whereas others paying the standard rate.