The Federal Trade Commission confirmed on Sept 3, 2026 that it has extended the public comment period on its proposed enforcement policy statement regarding personalized pricing by seven days. The new deadline for submitting comments is Sept 25, 2026, up from the original cut‑off of Sept 18, 2026.
Extension details
The agency’s press release states verbatim, “The Federal Trade Commission extended by seven days the public comment period on the proposed enforcement policy statement regarding personalized pricing. The new deadline to submit comments is Sept. 25, 2026.” The extension adds a full week for stakeholders to submit written feedback on the draft policy.
According to the same release, the original deadline of Sept 18, 2026 was set when the FTC first invited comments on Aug 19, 2026. By announcing the extension on Sept 3, 2026, the agency gave interested parties an additional seven‑day window to prepare and file their responses.
What the FTC means by “personalized pricing”
In the same document the FTC defines personalized pricing as “the use of personal data to set prices according to the amount a company believes an individual consumer is willing to spend.” This definition frames the policy’s focus on how firms leverage data about a shopper’s preferences, purchase history, or demographic profile to tailor price offers.
The definition is significant because it ties the practice directly to consumer‑data usage, a subject of ongoing scrutiny by regulators and privacy advocates. By anchoring the term in data‑driven price discrimination, the FTC signals that its forthcoming enforcement guidance will address both the collection of personal information and the way that information informs price setting.
Timeline of the comment process
| Date | Event |
|---|---|
| 2026‑08‑19 | FTC invites public comments on the proposed policy; original deadline set for Sept 18, 2026. |
| 2026‑09‑03 | FTC announces a seven‑day extension, moving the deadline to Sept 25, 2026. |
All dates and events are taken from the FTC press release and its accompanying timeline.
Implications for businesses and consumers
The extra week may matter for companies that rely on algorithmic pricing engines. Those firms now have additional time to review the draft policy, assess how its provisions could affect their pricing models, and submit comments outlining potential compliance challenges or suggesting refinements.
Consumer‑advocacy groups and academic researchers also benefit from the extension. The FTC’s definition of personalized pricing hinges on the use of personal data, a point that consumer groups have long argued should trigger stronger oversight. With the deadline pushed to Sept 25, 2026, these stakeholders can marshal more evidence, coordinate joint statements, or propose alternative approaches before the comment window closes.
What remains unknown is how the FTC will weigh the input it receives. The agency has not disclosed a timeline for publishing the final enforcement policy after the comment period ends. Likewise, the press release does not specify whether the agency anticipates further extensions should the volume of feedback require more analysis.
Next steps
Interested parties should submit their comments by Sept 25, 2026, as instructed in the FTC’s release. The agency’s website provides a portal for electronic submissions and a downloadable copy of the proposed policy statement. After the deadline, the FTC will review the comments and, according to its standard rule‑making process, will eventually issue a final policy that could shape how U.S. firms price goods and services based on consumer data.
Stakeholders awaiting the final rule should monitor the FTC’s news releases and the agency’s consumer‑protection blog, where updates on the policy’s progress are typically posted.