The Federal Trade Commission is investigating nine major companies, including Delta, JetBlue and United, over their use of personalized data in pricing. The probe targets how these companies might use web browsing habits or personal information to set prices for consumers.
“Consumers deserve to know whether companies use their web surfing habits or other personal data to estimate the highest price they can charge each consumer,” FTC chairman Andrew Ferguson said in an Oct. 28 announcement. The commission has ordered the airlines to provide detailed information about any methodologies that use personal data to adjust or set prices.
The inquiry also covers Lyft, Uber, DoorDash, Instacart, Target and Walmart. The FTC has identified personalized pricing as a broad area of concern across industries. In August, the commission proposed enforcement policies, stating businesses that fail to disclose how personal data is used in pricing might violate the law.
Airlines Deny Using Personalized Pricing
JetBlue emphasized that fares are determined by demand and seat availability, with all customers accessing the same fares on its website and mobile app.
Delta issued a similar denial, asserting it has never used, tested or plans to use any fare product that targets customers with individualized offers based on personal data. The company stated it has zero tolerance for discriminatory or predatory pricing and complies with all relevant laws.
United has not yet commented on the inquiry. Travel Weekly reached out to the airline for its response.
Industry Practices and Public Scrutiny
Airlines claim they use purchasing history to develop bundled offers, such as presenting a frequent first-class traveler with an upgrade and lounge access, rather than charging different prices based on income or willingness to pay. However, personalized pricing has caused public relations issues for carriers in the past.
Delta faced scrutiny in summer 2025 after an executive discussed AI-assisted pricing software. The company later clarified it would never use personal data to make customer-specific offers. The FTC’s proposed statement on enforcement requires that personalized pricing disclosures be clear and conspicuous, including the basis of personalization and the data used.