FTC demands pricing data from Walmart, Delta, and other major retailers

The U.S. Federal Trade Commission issued orders Wednesday to Delta Air Lines, Walmart, and eight other major companies. The agency wants detailed information on how these firms use consumer data to set prices and pay workers.

The orders cover United Airlines, JetBlue, Target, Lyft, Uber, DoorDash, and Instacart. Each company must provide data that shows if prices for tickets, rides, or goods change based on individual factors. The FTC is looking for evidence that loyalty program status or personal data analysis influences the final cost.

Chairman Andrew Ferguson said the commission intends to scrutinize the opaque methodology used in these industries. He stated that the agency wants to determine how much consumers pay for the same product or service.

The investigation also extends to compensation for independent drivers. The FTC is examining if ride-sharing and delivery companies use personal data, such as phone usage or ride acceptance history, to set pay rates.

Delta Air Lines responded with a statement saying it has zero tolerance for discriminatory or predatory pricing. The company claimed it fully complies with existing laws and does not use individualized offers based on personal data.

JetBlue stated that fares are determined by demand and seat availability, not by web-browsing history. Walmart’s CEO said last month that the retailer does not use personal information like income or shopping history to set prices and does not plan to start.

The FTC noted that legislators in at least 30 states have considered pricing-related bills this year. A proposed FTC policy requiring clear disclosure of personalized pricing is currently under review. The comment period for that policy remains open until November 21.