OFT to Investigate Online Data Tracking

The Office of Fair Trading (OFT) has launched a call for information as part of a study into how ecommerce businesses monitor the behaviour of people making web payments, which may be used to target certain individuals with personalized prices. It was observed many retailers track the activities of customers on their online platforms and can collect a wide variety of data, ranging from past purchasing habits and the type of items viewed to which web browser individuals are using. The OFT is set to examine how organisations use this vast amount of information and whether some people will see different prices as a result. Chief executive of the body Clive Maxwell said that innovation online plays a key role in driving economic growth and the new investigation is part of the OFT's commitment to ensuring that consumers can have confidence their personal details will not be used to treat them unfairly. This will be important in building consumer trust in the sector and encouraging further ecommerce sales. While he stated the collection of consumer data can bring many benefits to both retailers and customers - for example by allowing firms to improve their marketing by delivering targeted offers - it is essential that businesses are not misusing such information.

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