July 30, 2024 - 3:00 PM - 4:00 PM ET

Venable LLP

Price Advertising in an Era of Increasing Complexity…and Increasing Scrutiny

What Sellers Need to Know to Avoid Pricing Pitfalls

Retailers today have grown increasingly sophisticated in how they collect and use sales data and price their merchandise to optimize sales, revenue, and profits, using that information in conjunction with digital marketing campaigns and dynamic pricing techniques to target specific customer segments and grow their businesses. But federal and state reference pricing laws can restrict or even prohibit such uses, and increasing enforcement and litigation in this area means that retailers should be careful in structuring their pricing and promotions. For example, regulators have been scrutinizing dynamic pricing and potential discrimination, and there has been an uptick in reference pricing class actions in California; moreover, drip pricing and other misleading pricing practices are under scrutiny by both federal and state regulators. This webinar will provide an outline of the relevant laws and limits that relate to price advertising in this space, with suggestions intended to help sellers navigate national pricing and sales advertising challenges while minimizing liability exposure.


Melissa Steinman, Partner, Venable LLP
Ryan Lapine, Partner, Venable LLP
Adel Kelifa, Associate, Venable LLP
Jay Prapaisilp, Associate, Venable LLP