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9 - Personalized Pricing in Brazil

from Part III - Beyond the European Union

Published online by Cambridge University Press:  20 March 2025

By
Bruno Meyerhof Salama  and
Leda Batista da Silva
Edited by
Fabrizio Esposito  and
Mateusz Grochowski
Fabrizio Esposito
Affiliation:
NOVA Law School (Portugal)
Mateusz Grochowski
Affiliation:
Tulane University, Louisiana
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Summary

In an unprecedented ruling, in 2018, the Brazilian Consumer Protection Authority applied a fine to a popular online travel company named Decolar.com for allegedly favouring foreign consumers over Brazilian residents during the 2016 Olympics held in Rio de Janeiro. The accusation was that Decolar.com had offered hotel reservations at different prices according to the consumer’s location as identified through their internet protocol address, or IP address.

To our knowledge, this is the only case thus far in Brazil that reviewed the practice of charging different prices from different consumers based on their specific characteristics.

Keywords

Brazilprice personalizationprivacycompetition lawdiscrimination
Type
Chapter
Information
The Cambridge Handbook of Algorithmic Price Personalization and the Law , pp. 219 - 236
Publisher: Cambridge University Press
Print publication year: 2025

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