Mr. Brian McHugh:

Dynamic pricing is used in a number of industries, including hotels and air fares. It is open to businesses to decide how they price. In Ireland, we do not direct businesses how to set their prices. That is generally a good thing. What we would say as the consumer protection agency is that businesses must be very clear with the information they provide consumers before they make a purchase decision. That is very important. It is our role to monitor and make sure that consumer law has been followed. Also for businesses, some consumers will find dynamic pricing very frustrating and unfair.