Dutch watchdog calls for more clarity on algorithmic prices

The Netherlands’ Authority for Consumers and Markets (ACM) wants businesses to explain which factors do and do not affect their online prices. It is also calling for a public debate about price-setting algorithms, which use multiple factors and can cause prices to fluctuate sharply. [1]

The watchdog examined airline pricing and says seats on the same flight are offered at an average of 30 to 35 different prices. In a consumer survey, nearly half of respondents mistakenly believed previous searches affected the price, while a quarter thought the device they used made a difference. ACM says neither does. [1]