• About the guest speaker Kate Morel

  Kate Morel is a Lawyer in Maddocks' Dispute Resolution and Litigation team with expertise in litigation, alternative dispute resolution, and employment law for private and public sector clients. Kate’s experience gives her a practical and commercially focused view of Australian Consumer Law, and in this episode, how it particularly applies to emerging pricing practices.

Key topics discussed: 

• What dynamic pricing means: how businesses can adjust the price of products and services based on real-time factors including demand, supply, inventory and customer data.
• Misleading or deceptive conduct: why the headline price and overall impression given to consumers remain important throughout the purchasing journey.
• Component and drip pricing: the importance of clearly communicating mandatory price components early in the buying process.
• Consumer vulnerability: how dynamic pricing based on consumer data could potentially raise issues where businesses take advantage of vulnerable consumers.
• Unfair contract terms: the risks associated with contract terms that allow a business to unilaterally change prices without giving consumers appropriate recourse.
• AI and algorithmic pricing: why businesses need appropriate oversight of automated pricing systems and an understanding of how consumer data influences prices.
• Managing the risk: the importance of transparent pricing, accurate marketing, understanding the use of consumer data and considering the potential impact on consumer trust and brand reputation.

Related Insight

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