Regulators demand details from Delta, Walmart, and ride apps on how they set prices

Washington regulators are demanding answers from eight major corporations about their pricing algorithms. The U.S. Federal Trade Commission announced on Wednesday that it is ordering Delta Air Lines, Walmart, and six other firms to provide detailed records on how they use consumer data to determine prices.

The scope of the inquiry extends beyond retail and air travel. The agency is also examining how ride-sharing and delivery platforms utilize driver data to calculate compensation rates for their independent workforce.

FTC Chairman Andrew Ferguson stated the commission intends to scrutinize the opaque methodologies some companies use to determine costs. He noted the goal is to see how much consumers pay or how much gig workers are paid for the same product or service.

The orders were issued to Delta, Walmart, United Airlines, JetBlue, Lyft, DoorDash, Instacart, and Target. Each company must share information that allows the FTC to assess if pricing varies from one person to the next. The agency is looking for factors such as participation in loyalty programs or the analysis of personal data.

The commission is also investigating whether companies base worker pay on personal data. This includes metrics like phone usage history or the frequency with which drivers accept rides or deliveries. If the companies fail to turn over the requested data, the FTC said it can compel compliance in federal court.

The companies responded with mixed statements. Delta said it has zero tolerance for discriminatory or predatory pricing and fully complies with laws. The airline stated it has no fare product that targets customers with individualized offers based on personal data.

JetBlue said it does not use personal information or web-browsing history to set individual prices. The company stated that fares are determined by demand and seat availability, ensuring all customers have access to the same rates.

Walmart's CEO said in a statement last month that the retailer does not use personal information like income or shopping history to set prices. Target posted on its website earlier this month that it does not use personal information to raise prices based on who customers are, where they live, or when they shop.

The FTC's actions follow a preliminary report filed in January 2025. That report found that grocers and clothing companies used third-party firms to individualize online prices based on location, browsing history, and how long items remained in virtual shopping carts. Ferguson, who assumed the chairmanship when President Donald Trump took office, said that report was rushed and should have asked companies for data directly instead of focusing on intermediators.

The agency is also moving forward with a proposed policy announced in August. That policy would require businesses to clearly and conspicuously disclose if they engage in personalized pricing. The FTC has extended the public comment period on that policy until November 21.