The U.S. Federal Trade Commission is warning businesses that using personal data to charge individual shoppers different prices could violate the FTC Act when the practice is not clearly disclosed. The agency voted 2-0 to release a draft enforcement policy statement for 30 days of public comment, saying consumers generally expect the same listed price as other shoppers rather than a price based on browsing history, purchase history, location, household details or an estimated willingness to pay. The FTC cannot ban personalized pricing in every instance and is not taking a position on whether fully disclosed versions can still be unfair, but it can discipline companies that mislead consumers about how their data is used. Examples cited include higher prices for milk when a household has several children, a hotel rate increased because a traveler is attending a funeral, and a ride-hailing fare raised for a hospital trip. Consumer Reports investigations found extensive shopper profiling by Kroger and price differences of as much as 23% on Instacart, potentially costing families more than $1,200 a year; Instacart later said it would end the price-testing program.