Cracking The Code: Understanding Personalized Pricing In The EU Legal Landscape

You're scrolling through your favorite dating app, hoping to find a connection, when suddenly you discover that the prices you see aren't the same as what others are seeing. Imagine realizing that the premium services you desire come with a price tag tailored specifically for you, without your knowledge. It's akin to navigating a maze blindfolded, unsure of whether you're getting a fair deal or not.

In 2022, the EU network of national consumer authorities uncovered that a dating app was applying personalized pricing strategies without informing its users. The dating app was using automated means to identify consumers uninterested in their premium services at a standard price, then offering them personalized discounts. These premium services offer special features, such as unlimited 'swipes', 'super likes', and 'boosts', designed to get your profile more attention.