Price discrimination—charging different customers different prices for the same good—is generally legal unless it is done for anti-competitive reasons or violates specific civil rights. In the U.S., the Robinson-Patman Act prohibits certain forms of price discrimination between businesses (wholesale) if it harms competition, but it rarely applies to retail consumers. Common legal examples include student or senior discounts, "early bird" specials, and dynamic pricing for airline tickets or hotels. However, it becomes illegal if the price difference is based on protected characteristics like race, religion, or gender (often called "Pink Tax" in some jurisdictions). In the European Union, the Services Directive generally prohibits discrimination based on a consumer's nationality or place of residence. While companies can segment the market based on "willingness to pay," they must be careful not to engage in predatory pricing or use personal data in a way that leads to unfair, hidden, or discriminatory price gouging.