You can sue for price discrimination, but it is one of the most difficult legal claims to win because most forms of "differential pricing" are perfectly legal. In the U.S., the Robinson-Patman Act prohibits price discrimination between businesses (wholesale) if it harms competition, but it generally does not apply to retail consumers. For a standard consumer, a store charging different people different prices (dynamic pricing) is legal unless it is based on a protected class—such as race, religion, gender, or nationality—which would violate civil rights laws. In 2026, the rise of AI-driven "personalized pricing" has led to new debates, but unless you can prove the price difference was a result of illegal bias or "bait and switch" fraud, most courts rule in favor of the business. In the UK, the Equality Act 2010 provides similar protections; you can only sue if you were charged more specifically because of a protected characteristic, rather than just being a victim of a bad deal or a targeted marketing algorithm.