From hotel room rates to concert tickets and even the price we pay to park, dynamic pricing is increasingly dominating every part of our lives.
Now consumer rights experts are calling for new laws to protect buyers from the “astronomical rise” in the use of the pricing mechanism which they say is ripping Britons off.
This week, it emerged that drinkers are being charged 20p more for a pint during the busiest times after one of Britain’s biggest chains implemented “dynamic” pricing.
James Daley, the founder of Fairer Finance, a consumer group, said that dynamic pricing is becoming alarmingly widespread across a huge array of industries.
“I’m very much against it,” he said. “The principle at the moment is ‘if you are willing to pay