Could your personal information affect how much you pay for an airline ticket, a rideshare or groceries? Federal regulators are investigating whether some of the nation's largest companies set individual prices by using customer data. On October 29, the Federal Trade Commission (FTC) issued orders to nine major corporations, requiring them to provide detailed information regarding their specific pricing practices. The companies under investigation include Delta Air Lines, United Airlines, JetBlue, Lyft, Uber, DoorDash, Instacart, Target, and Walmart.
The FTC investigation seeks to determine if these businesses are leveraging personal data—such as loyalty program participation, browsing history, and other individual metrics—to charge different customers varying amounts for identical services or goods. Furthermore, the agency is exploring whether ride-hailing and food-delivery platforms are using such data to influence how much workers are compensated.
FTC Chairman Andrew Ferguson stated that consumers deserve transparency regarding whether their personal habits or web surfing data are being used to estimate the maximum price a company can charge them. The agency distinguishes this practice, known as personalized pricing, from traditional dynamic pricing, which typically adjusts costs based on broader supply and demand trends.
The probe follows growing scrutiny over the use of algorithms in setting consumer costs. A 2026 investigation by Consumer Reports revealed that Uber and Lyft generated different price quotes for identical rides when checked within minutes of each other. That study tested 30 routes nationwide and found a median price difference of 42.4% between the highest and lowest quotes. Additionally, the report noted that 12.4% of examined discounts appeared to be based on previously inflated original prices.
In response to the inquiry, several companies have provided statements. Uber and Lyft maintain that they do not use personal data to establish base fares, although they confirmed its use for promotions and discounts. Instacart told Fox Business it does not use personal information to set prices and never will. Similarly, JetBlue denied using browsing history or personal data to set individual fares, asserting that prices are determined by seat availability and demand. Delta Air Lines also refuted the use of personal data for targeting customers with individualized fares, stating it has never tested or planned to implement such a system.
Each of the nine companies has 45 days to respond to the FTC's order. Should any company fail to provide the requested information, the agency retains the authority to pursue compliance through federal court.
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Md. Kazi Bijoy is a dedicated tech enthusiast and content creator with a passion for digital innovation. With years of experience in the tech industry, he specializes in breaking down complex topics into easy-to-understand guides. When he isn’t writing, he explores the latest gadgets and researches emerging trends in the digital world.