HARDI Joins Coalition Urging FTC to Clarify Personalized Pricing Policy

HARDI joined the National Small Business Association and eight other organizations in a letter urging the Federal Trade Commission (FTC) to revise its proposed enforcement policy statement on personalized pricing. The coalition supports the FTC’s goal of protecting customers from hidden price increases, but voices concerns that the draft does not distinguish those practices from discounts that benefit customers.

The FTC’s proposed statement addresses prices set using personal data. It says businesses may need to disclose when a price is personalized, why it was personalized, and what types of data were used, particularly where customers would reasonably expect everyone to see the same price. It is proposed guidance on how the FTC would enforce existing law, not a new rule or a blanket ban on personalized prices.

HVACR distributors need clarity about pricing practices and compliance expectations. Members use a range of sales tools and customer relationships, and any federal guidance should be specific enough for businesses to understand when it applies.

HARDI and the coalition ask the FTC to focus the statement on concealed price increases until businesses have practical ways to comply. We will follow the FTC’s consideration of the comments and keep members informed of any changes.

Read the full text of the letter here.

Questions?

If you have questions, please reach out to Alex Ayers.

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