https://techcrunch.com/2018/11/05/uk-to-probe-fairness-of-personalized-pricing-practices-in-online-retail/

The UK government has announced an investigation into personalized pricing practices in online retail following growing concerns that vulnerable consumers are at risk of price discrimination through the use of ecommerce technologies that vary prices for products such as cars, holidays and household goods via the use of personal data points.

The Competition Markets Authority (CMA) will also be involved in the research, which was announced yesterday.