Rechtliche Grenzen smarter Preisgestaltung

Using pricing algorithms that make use of tracking results, companies can integrate in their pricing factors external to the company, which, in addition to the real-time market environment, may also include the presumed ability of individual customers to pay. This inevitably entails significant discrimination and privacy risks as well as the risk of non-transparent markets. The thesis addresses these aspects of the permissibility of smart pricing in terms of data protection and unfair competition law, comprehensively considering the economic and technical bases as well as the various forms of implementation, both online and offline. By evaluating the current legal situation, legally compliant implementation possibilities will be identified.