As the personalization of e-commerce transactions continues to intensify, the law and policy implications of algorithmic personalized pricing (APP) should be top of mind for regulators. Price is often the single most important term of consumer transactions. APP is a form of online discriminatory pricing practice whereby suppliers set prices based on consumers’ personal information with the objective of getting as close as possible to their maximum willingness to pay. As such, APP raises issues of competition, privacy, personal data protection, contract, consumer protection, and anti-discrimination law.

This book chapter looks at the legality of APP from a Canadian perspective in competition, commercial consumer law, and personal data protection law.