Dynamic pricing: project update
UK — Dept. for Science, Innovation & Technology · 2025-06-19 · UK · verified record
Themes: Consumer protection · Online marketplaces · Online platforms · Search services
Ecosystems: UK Digital Markets (DMCCA)
Update on the Competition and Market Authority (CMA) project on dynamic pricing. Policy paper GOV.UK Search API query: "digital markets"
Update: dynamic pricing Published 20 June 2025 Dynamic pricing Dynamic pricing - where prices are adjusted rapidly and frequently in response to demand - is commonly used in a range of sectors across the economy including air travel, hotels, and ride hailing apps. As technologies, such as AI, develop so too does the potential for pricing practices like dynamic pricing to become increasingly prevalent and complex. We launched a project to better understand how and when dynamic pricing is used across the economy. We have found that dynamic pricing can be consistent with effective competition and…
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