Personalised prices under EU antitrust rules

By allowing individuals’ profiling, big data analytics enable firms to offer personalized prices, that is, to charge each customer the price that she is willing to pay. This new data-driven phenomenon has revitalized the debate about whether antitrust law may be used to prosecute discriminatory practices, and particularly, whether it should deal not only with resource allocation, but also with wealth distribution concerns. This article tackles these issues by assessing the extent to which personalized prices can – or should – be prohibited under the EU competition law.