Office of Fair Trading to launch probe into how the web uses customer data
The Office of Fair Trading said yesterday it had launched a probe into strategies used by online retailers, including those designed to track users’ online behaviours.
The watchdog said it was targeting “behavioural advertising and customised pricing, where prices are individually tailored using information collected about a consumer’s internet use”.
It said the first study will look at the online targeting of advertising and prices, including where prices are individually tailored using information collected about a consumer’s internet use. The second will look into the advertising of price practices that could “mislead consumers”, such as three-for-two or one-day sale offers. This study will examine both online and in-store use of these practices, but will focus online.
Possible outcomes from the two studies could include making recommendations to the government or sector regulators and even investigating and taking action against companies suspected of breaching consumer law.