FTC Demands Pricing Data From Major Firms

The Federal Trade Commission issued new orders on Wednesday requiring major corporations to disclose how they use personal data in pricing and compensation.

The directive targets Delta Air Lines, Walmart, United Airlines, JetBlue, Target, Lyft, DoorDash, and Instacart.

Chairman Andrew Ferguson stated the agency intends to scrutinize opaque methodologies used to determine consumer costs and worker pay.

Each company must provide information allowing the FTC to assess if prices vary based on loyalty program status or personal data analysis.

The commission is also examining whether gig workers receive compensation based on phone usage or ride acceptance history.

If companies fail to turn over the required data, the FTC said it can compel compliance through federal court.

Delta responded by claiming zero tolerance for discriminatory or predatory pricing.

The airline stated it has no fare product that targets customers with individualized offers based on personal data.

JetBlue said it does not use web-browsing history to set individual prices.

The company noted that fares are determined by demand and seat availability, ensuring all customers access the same rates.

Walmart's CEO stated in a recent statement that the retailer does not use income or shopping history to set prices.

Target posted on its website earlier this month that it does not raise prices based on customer identity, location, or shopping time. The Associated Press reached out to other companies for comment but did not receive immediate responses in the source text. The FTC's actions follow a preliminary report filed in January 2025. That report found grocers and clothing companies used third-party firms to individualize online prices. It noted these firms used location, browsing history, and time items remained in virtual carts. Ferguson, who assumed the chairmanship when President Donald Trump took office, criticized the 2025 report as rushed. He argued the agency should have asked companies directly for data instead of focusing on intermediaries. The commission announced a proposed policy in August requiring businesses to clearly disclose personalized pricing practices. It must share the types of data used to set those prices. The agency extended the comment period on that policy until Nov. 21. Legislators in at least 30 states considered pricing-related bills this year. These measures addressed algorithmic and personalized pricing, according to the National Conference of State Legislatures. The FTC's move reflects growing customer concerns about pricing technology and the use of artificial intelligence to collect vast amounts of data.