The Regulation of Personalised Pricing in the Digital Era

DAF/COMP/WD (2018) 150

16 Pages Posted: 17 Jan 2019

See all articles by Marc Bourreau

Marc Bourreau

Telecom ParisTech

Alexandre de Streel

University of Namur; Centre on Regulation in Europe (CERRE)

Date Written: November 21, 2018


The paper reviews the different legal tools to regulate the personalised pricing and provide some policy recommendations in that regard. Section 1 provides a definition of the personalsied prices and analyses to which extend firms are currently personalising their practices. Section 2 deals with the impacts of personalised pricing on firms’ profits and economic welfare. Section 3 reviews and compares the different legal tools which regulate at the EU level the personalised pricing: consumer protection, data protection, competition policy and anti-discrimination rules. Finally section 4 concludes with policy recommendations to improve the relevance and the effectiveness of those legal tools.

Keywords: Personalised Pricing, Big Data, EU Regulation, Consumer Protection, Data Protection, Antitrust

JEL Classification: K21, K42, L40

Suggested Citation

Bourreau, Marc and de Streel, Alexandre, The Regulation of Personalised Pricing in the Digital Era (November 21, 2018). DAF/COMP/WD (2018) 150, Available at SSRN: or

Marc Bourreau

Telecom ParisTech ( email )

46, rue Barrault
Paris Cedex 13, F-75634

Alexandre De Streel (Contact Author)

University of Namur ( email )

8 rempart de la vierge
Namur, 5000

Centre on Regulation in Europe (CERRE) ( email )

Av Louise 475/10
Brussels, 1050

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