Discounts and promotions from businesses are increasingly driven by algorithms analyzing personal data to determine individualized charges. Instead of market-based pricing, companies engineer numbers tailored to each consumer, degrading the concept of a fair price. Left in its place are figures based not on market conditions but on the weaponization of personal data. Policymakers should mandate a real price—one that is simple, public, and consistent.

Traditional public offers differ sharply from surveillance tactics. While standard coupons are visible and accessible to all, targeted pricing exploits inferred willingness to pay without transparency. In 2022, Target settled allegations of advertising one price online before changing it in-store. Travel sites often charge more based on location, such as searching from [ADDRESS] versus [ADDRESS] or [ADDRESS]. Starbucks faces scrutiny for reducing discounts to frequent visitors, and the Washington Post addresses a class-action suit alleging it charged loyal readers more based on demographic profiles.

Existing consumer protection laws offer limited remedies. Regulators have targeted predatory data practices, but a dedicated real price law would establish a genuine base price ceiling. This approach prevents exploitative loyalty programs while allowing transparent, equitable discounts for all consumers.