Personalized advertising and pricing are increasingly common online practices, and prompt discussions about fairness and consumer rights in the EU.  This post examines how these practices are regulated under EU consumer protection law, and what we anticipate from the forthcoming Digital Fairness Act (DFA).  We also consider how data protection rules—such as the GDPR—interact with consumer protection laws.

This is the third post in our series on the DFA—a draft EU law currently being prepared by the European Commission and expected to be published in mid-2026.  Previous posts covered influencer marketing and AI chatbots in consumer interactions.