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The UK’s Office of Fair Trading (OFT), a regulator that oversees consumer protection issues, has initiated a “call for information” on possible consumer law violations by businesses collecting and using online behavioral data to offer individualized prices to consumers. The OFT said it “will look at how businesses use such consumer information, including whether they change the prices they offer individual shoppers as a result” and added it “will consider business and technological developments in the online shopping market, consumers’ understanding of how their information is used and whether they are being treated unfairly in law as a result of any firms using this practice.”
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