Analyzing online price discrimination in EU’s competition and data protection law

Articles in Press

Document Type : Original Article

Authors

1 Assistant Professor, Culture and Communication Research Institute, Allameh Tabataba’i University, Tehran, Iran.

2 , MA. Student in International Trade Law, Faculty of Law and Political Science, Allameh Tabataba’i Univerity, Tehran, Iran.

10.48308/jlr.2026.242825.3016

Abstract

This article examines online price discrimination based on algorithmic personalization and seeks to answer whether such a pricing practice may face serious challenges under competition law and personal data protection. The issue is significant because, in recent years, digital market operators have increasingly relied on user behavioral data and advanced algorithms to move toward individualized pricing for each customer—a development that has disrupted traditional pricing structures.

Adopting a descriptive-analytical method and drawing on case studies, the article explores the economic, welfare, and legal effects of this form of price discrimination and situates it within different market structures. The legal dimensions are further analyzed in light of European Union competition rules and personal data protection regulations.

The findings indicate that the effects of algorithmic price discrimination depend on market structure, access to data, and the degree of transparency. This phenomenon can simultaneously intensify competition or reinforce monopoly, as well as expand markets or exploit consumers. Ultimately, the assessment and regulation of such discrimination require an approach that simultaneously accounts for efficiency, fairness, transparency, and privacy.

Keywords

Main Subjects

Legal Research Quarterly

Articles in Press, Accepted Manuscript
Available Online from 18 April 2026

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History

  • Receive Date: 09 December 2025
  • Revise Date: 25 January 2026
  • Accept Date: 18 April 2026

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