The U.S. Federal Trade Commission announced Wednesday that it is compelling a group of high‑profile companies—Delta Air Lines, Walmart, United, JetBlue, Lyft, DoorDash, Instacart, Target and others—to provide detailed information on how they set prices and compensation rates. The agency wants to know whether personal data, such as loyalty‑program participation, browsing history or driver‑app usage, is being used to vary prices for individual customers or gig workers.
FTC’s focus on transparency
FTC Chairman Andrew Ferguson, who was appointed when President Donald Trump took office, said the commission intends to “scrutinize the opaque methodology that some companies in these industries may be using to determine how much consumers pay or how much gig workers are paid for the same product or service.” The commission warned that if the companies fail to comply, it could seek a court order to compel production of the requested data.
Company responses emphasize fairness
Delta Air Lines responded that it has “zero tolerance for discriminatory or predatory pricing” and affirmed that it does not offer fare products that target customers with individualized offers based on personal data. JetBlue echoed a similar stance, stating that fares are determined solely by demand and seat availability, and that all customers have access to the same fares.
Instacart said shopper compensation is based only on job‑related criteria—distance traveled, number of items, and expected shopping time—and that the company does not use consumers’ personal information to set prices. A company spokesperson added that Instacart is committed to transparency and affordability and will continue to work with policymakers to explain its pricing model.
Walmart’s CEO reiterated last month that the retailer does not use personal information such as income, shopping history or a customer’s willingness to pay to set prices, and that it will not adopt such practices in the future. Target also posted on its website that it does not raise prices based on who customers are, where they live, or when they shop.
Broader regulatory context
The FTC’s action reflects growing consumer concern about algorithmic and personalized pricing, especially as artificial‑intelligence tools collect ever‑larger data sets. Lawmakers in at least 30 states have introduced pricing‑related bills this year, targeting algorithmic discrimination and demanding clearer disclosures.
In August, the FTC proposed a rule that would require businesses to “clearly and conspicuously disclose” if they engage in personalized pricing and to identify the types of data used. The comment period for that proposal has been extended to Nov. 21, giving stakeholders additional time to weigh in.
Previous findings and next steps
A preliminary FTC report released in January 2025 found that many grocers, clothing retailers and other merchants were using third‑party services to individualize online prices based on shoppers’ locations, browsing histories and even how long items lingered in virtual carts. Chairman Ferguson has said that earlier report was rushed and that the agency should have asked companies directly for the data instead of relying on third‑party intermediaries.
As the commission moves forward, it will evaluate whether the disclosed methodologies comply with existing pricing and advertising laws. The companies involved have signaled cooperation, emphasizing that they do not employ discriminatory pricing based on personal data.
What this means for consumers
For everyday shoppers and gig workers, the FTC’s inquiry could lead to clearer disclosures about how prices are set and whether personal information plays any role. If the agency finds evidence of unfair practices, it has the authority to pursue enforcement actions that protect consumers and ensure a level playing field for workers.
In the meantime, the companies named in the orders continue to assert that their pricing models are based on market factors—not on the personal data of individual customers or drivers—reinforcing a message of fairness that aligns with the FTC’s consumer‑protection mission.
Original reporting: WPBF West Palm Beach — read the source article.
