The studies will look into online targeting of advertising and prices, and the second into advertising of prices; the results of both are expected in spring next year.
The first study will investigate behavioural advertising and customised pricing, 'where prices are individually tailored using information collected about a consumer's internet use'.
The second study is due to look at whether various pricing practices 'potentially mislead consumers'. It will concentrate particularly on the online market.
Heather Clayton, OFT senior director, said: 'These studies will ensure that we keep up to date with the latest developments and, in particular, on how new pricing and advertising practices are emerging and evolving online.
'It is very important that the OFT's approach to potentially misleading practices remains well-informed by a sound evidence base, so we effectively protect consumers while allowing firms to compete freely.'
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