The U.S. Federal Trade Commission ordered Walmart, Uber, Delta Air Lines, and seven other companies on October 28, 2026, to hand over detailed data on how they use personal consumer information to set individualized prices, wages, and job offers.
The sweeping inquiry targets companies across retail, food delivery, ridesharing, and commercial aviation as regulators step up scrutiny over algorithmic pricing strategies. According to senior FTC officials speaking with Reuters, the agency is demanding comprehensive records. These records detail the tools and strategies used by businesses to determine what individual shoppers pay or workers earn. This data includes location, browsing history, and income.
Federal Trade Commission Demands Pricing Methodologies And AI Usage Data
The Federal Trade Commission’s compulsory orders require the named corporations to submit internal pricing methodologies. They must also submit records of artificial intelligence utilization and documentation of research such as A/B testing going back to January 1, 2023.
EXCLUSIVE: US FTC demands Walmart, Uber, Delta and others hand over data on personalized pricing https://t.co/YdsLc2IAYw
The Commission is investigating whether similar algorithmic methods influence job offers and compensation rates for gig economy workers. It is examining how ride-sharing and delivery platforms set earnings based on smartphone usage or acceptance history.
Consumers deserve to know whether companies use their web surfing habits or other personal data to estimate the highest price they can charge each consumer.
Andrew N. Ferguson, FTC Chairman
In addition to Walmart and Uber, the agency’s information demands reached Target, Lyft, DoorDash, Instacart, Delta Air Lines, United Airlines, and JetBlue Airways. FTC leadership plans to compile the collected disclosures into a public study designed to inform future rulemaking and legislative oversight.
Airlines and Retailers Deny Using Discriminatory Pricing
Several targeted companies immediately disputed the premise that they engage in discriminatory or individualized pricing.
A Delta spokesperson asserted that the airline maintains a strict zero tolerance for discriminatory or predatory pricing
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A Delta spokesperson confirmed that no fare product has ever been used, tested, or planned that targets customers with customized offers derived from personal data. JetBlue similarly stated that fares depend entirely on seat availability and public demand.
FTC demands Walmart, Uber, Delta and others hand over data on personalized pricing: Reuters https://t.co/48A9EMMM5O
Instacart also denied utilizing personal information for rate setting, while retail representatives noted that digital price tags do not inherently signal individualized charges. The National Retail Federation defended data-driven discounting models as legitimate tools for encouraging customer loyalty, arguing against broad commercial restrictions.
Congress and State Lawmakers Investigate Surveillance Pricing
The executive branch inquiry runs parallel to a separate congressional investigation led by Energy and Commerce Committee Ranking Member Frank Pallone, Jr. Pallone expanded an ongoing federal probe by issuing letters to Booking Holdings, Expedia Group, Grubhub, Live Nation Entertainment, StubHub, and SeatGeek, demanding answers regarding alleged surveillance pricing by November 5.
Lawmakers in at least 30 states considered pricing-related bills over the course of the year, addressing both automated wage allocation and personalized consumer costs.
When consumers see a listed price, they expect it to be the same price that everyone else sees, not the retailer’s estimate of how much they are willing to pay based on their personal data.
Andrew N. Ferguson, FTC Chairman
Federal officials acknowledge that the FTC lacks the legal authority to issue a blanket ban. Instead, the agency maintains that undisclosed tracking violates existing consumer protection laws.
FTC DEMANDS DATA FROM WALMART, UBER AND 7 OTHER COMPANIES ON PERSONALIZED PRICINGThe FTC is asking Walmart $WMT, Uber $UBER, Target $TGT, Lyft $LYFT, DoorDash $DASH, Instacart $CART, Delta $DAL, United Airlines $UAL and JetBlue $JBLU whether and how they use personal data such…
The Commission previously extended the public comment period until November 21 on a proposed regulatory policy that would mandate clear, conspicuous disclosures whenever companies deploy personalized pricing models and consumer data tracking.