Federal Trade Commission orders major airlines, retailers, and gig companies to disclose consumer data pricing practices

Consumers and gig workers could see shifts in how companies calculate prices for tickets, rides, and deliveries, depending on what the federal investigation uncovers about personalized pricing algorithms.

• •The U.S. Federal Trade Commission ordered Delta Air Lines, Walmart, and several other major companies to provide detailed information on how consumer data is used to set prices.
• •The FTC is examining ride-sharing and delivery companies like Uber to determine how independent drivers' personal data influences compensation rates.
• •Companies receiving orders also include United, JetBlue, Lyft, DoorDash, Instacart, and Target.
• •The inquiry assesses whether prices for tickets, rides, food delivery, and other services vary between individuals based on loyalty programs or personal data analysis.
• •The FTC can compel compliance in federal court if the ordered companies fail to turn over the requested data.
• •Delta stated it has zero tolerance for discriminatory pricing and does not use personal data to target customers with individualized offers.
• •JetBlue stated its fares are determined by demand and seat availability rather than personal browsing history.
• •Walmart's CEO stated last month that the retailer does not use personal information like income or shopping history to set prices.
• •Legislators in at least 30 states have considered pricing-related bills addressing algorithmic and personalized pricing this year.
• •In August, the FTC proposed a policy requiring businesses to clearly disclose personalized pricing and data usage, extending public comments to Nov. 21.