Personalisierte Preise

Jakob Metzger

doi:10.1628/978-3-16-164896-0

Jakob Metzger

Personalisierte Preise

Rechtliche Bewertung und regulatorische Handlungsoptionen unter Berücksichtigung ökonomischer Erkenntnisse

[Personalized Prices. Legal Assessment and Regulatory Options in Light of Economic Insights.]

2026. 512 pages.

Schriften zum Recht der Digitalisierung (SRDi) 50

DOI 10.1628/978-3-16-164896-0

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Summary

Technological advancements make algorithmic personalization of consumer prices more likely. Jakob Metzger analyzes the socio-economic impact of personalized prices, develops a legal definition and examines the current regulatory framework as well as possible future measures like improved disclosure, reference prices, or a tax.

Ongoing technological change increases the likelihood of algorithm-based personalization of consumer prices, which is, however, associated with new risks for consumers. Jakob Metzger approaches this phenomenon by first analyzing the socio-economic effects of such pricing models and, on that basis, developing an independent legal definition of personalized prices. This is followed by a systematic examination of the existing legal framework, in which the inclusion of all relevant areas of law - among them consumer law, competition law, and unfair competition law, but also the law of the networked society - allows for a holistic assessment and reveals existing regulatory shortcomings. The author ultimately addresses these deficiencies by comparatively and critically assessing potential regulatory options. The focus lies on the further development of existing information obligations, while more far-reaching regulatory measures are also discussed, such as the establishment of a market price transparency authority, the introduction of a reference price requirement, or the imposition of a specific tax on personalized prices.

Table of contents:

Einleitung
Erster Teil: Grundlagen
Kapitel 1: Der Preis als Objekt der Personalisierung
Kapitel 2: Preisgestaltung im historischen Rückblick
Kapitel 3: Zum Begriff der personalisierten Preise
Kapitel 4: Zwischenergebnis
Zweiter Teil: Der Einsatz personalisierter Preise
Kapitel 5: Verbreitung personalisierter Preise
Kapitel 6: Sozialökonomische Auswirkungen
Kapitel 7: Zwischenergebnis
Dritter Teil: Rechtlicher Rahmen
Kapitel 8: Die Preisgestaltungsfreiheit als Grundlage des Preisrechts
Kapitel 9: Allgemeines Vertragsrecht
Kapitel 10: Verbraucherschutzrecht
Kapitel 11: Recht der vernetzten Gesellschaft
Kapitel 12: Lauterkeitsrecht
Kapitel 13: Kartellrecht
Kapitel 14: Antidiskriminierungsrecht
Kapitel 15: Sektorspezifische Regelungen
Kapitel 16: Zwischenergebnis
Vierter Teil: Regulatorische Handlungsoptionen
Kapitel 17: Regulierungsbedarf
Kapitel 18: Risikomanagement durch flankierende Maßnahmen
Kapitel 19: Risikominderung durch steuernde Regulierung
Kapitel 20: Risikovermeidung durch Beschränkungen
Kapitel 21: Steuerlicher Ausgleich negativer Effekte
Kapitel 22: Zwischenergebnis
Fazit

Authors/Editors

Jakob Metzger Born 1988; studied law at the Albert Ludwig University of Freiburg and at the National Law School of India University, Bangalore (India); legal clerkship (Referendariat) at the Berlin Court of Appeal (Kammergericht); research associate and doctoral candidate at the Weizenbaum Institute for the Networked Society and at the Chair of Civil Law and Intellectual Property Law, especially Industrial Property Law, at Humboldt University of Berlin; PhD in 2025; judge on probation in Berlin.

https://orcid.org/0009000705402745