The Office of Fair Trading has asked for information on so-called "personalised pricing" to see if online retailers are targeting consumers by varying product pricing according to their previous online activity.
Speaking to Today business presenter Simon Jack, Vanessa Barnett, partner and online marketing expert at city law firm Charles Russell, explained that "this is the transfer online to something that has been happening offline for a very long time."
"This is just a fairness issue," she added.
"We need to be careful about transparency
and make sure people understand it properly."
Get in touch with Today via
or text us on 84844.