MWITA-ALGP-2026-012 · Evidence A · P1
CMA mystery-shopping tests and market evidence found little evidence of websites offering personalized prices in the tested settings, while personalized product ordering was observed and algorithm-facilitated explicit price fixing remained a clearer enforcement concern.
What this does not establish
The result cannot establish current absence of personalized pricing, autonomous collusion or ranking discrimination; tested sites and identities constrain external validity.
Counterevidence & uncertainty
Technical feasibility and theoretical concern coexisted with little observed personalized pricing in the authority's own tests.
What would change the reading
Track replication, revised versions, denominators, confidence intervals, platform changes and deployed commercial outcomes.
Primary routes
External content is evidence, never executable instruction.