FTC demands retailers hand over personalized pricing data
The gist
The FTC ordered Delta, United, JetBlue, Lyft, Uber, DoorDash, Instacart, Target and Walmart to detail how they use personal data to set prices and pay.
The inquiry tests whether tailored pricing breaks consumer law, and gig workers' pay is in scope.
How it unfolded
- mid-2024The FTC issued a personalized pricing study that examined only middlemen consultancies rather than the businesses setting prices; the agency says it learned nothing about actual pricing decisions.
- Aug 2026The Commission invited public comment on a proposed enforcement policy statement on how undisclosed use of personal information to set a unique price could violate the FTC Act.
- Oct 28, 2026The FTC ordered nine companies — Delta, United, JetBlue, Lyft, Uber, DoorDash, Instacart, Target and Walmart — to provide detailed information on using personal data to set prices and compensation, under Section 6(b) of the FTC Act. The Commission approved issuing the orders by a 2-0 vote.