There’s an increasing number of calls for government to address algorithmic pricing – or so-called surveillance pricing – a move away from set prices and toward charges that are made based on a consumer’s personal data and search history.

Tech blogger Kevin Andrews says some companies are moving toward digital pricing that will display different prices for different consumers.

“What they’re doing is they’re collecting data from things that you like based on your browsing history, your location, your device, even your past purchases. Even how quickly you click on, or return something.”

“All of this feeds into an algorithm that tries to estimate how price sensitive you are. If you keep coming back to the same item, or spend more time looking at something or searching multiple times for the same thing, the system may assume that you really want it, and may not show you the lowest price.”

The concern is that the practice limits a consumer’s choice or the ability to shop around, and could be used to maximize profits by exploiting a shopper’s needs. Andrews admits it’s hard to find a safeguard, but there are some ways to limit the collection of your data.

He suggests using incognito mode when you’re on a browser.

“When you’re in incognito mode, that will not allow the cookies and all that personal data that’s saved that the system can read. Sometimes that will make it a bit safer.”

“Another thing you can do too, is use different web browsers for different devices, and constantly go back to that same place where you’re looking for the price, and see if you get a different price.”