Does personalization always require personal data?
No. Contextual rules can use the current page, inventory, season, and aggregate demand. Use personal data only when it adds value and you have a lawful reason.
Use the smallest rule that works
Start with a useful default. Change it only when a fresh signal is strong enough to improve the decision. Keep inventory and availability as hard constraints, then measure conversion, profit, and returns against a control.
What to check before launch
Write down the rule, its data inputs, the fallback, and the condition that turns it off. Review small segments carefully. A dramatic result from a few sessions is not evidence.
Bottom line
No. Contextual rules can use the current page, inventory, season, and aggregate demand. Use personal data only when it adds value and you have a lawful reason. Test the result against a control before expanding it.
Source: FTC, Bringing Dark Patterns to Light. Reviewed Sep 22, 2026.