The U.S. Federal Trade Commission (FTC) issued orders on Wednesday, Oct. 28, 2026, requiring several major corporations to disclose how they utilize consumer and worker data to determine prices and compensation. The inquiry targets companies across the retail, airline, and gig economy sectors, including Walmart, Delta Air Lines, and Uber.
The orders come amid increasing consumer concern regarding the use of artificial intelligence and algorithmic pricing. In a preliminary report from January 2025, the FTC found that some retailers were using third-party services to individualize online prices based on shoppers' locations, browsing histories, and whether items were left in virtual carts. FTC Chairman Andrew Ferguson stated that the new orders are intended to scrutinize "opaque methodology" by collecting data directly from the companies rather than intermediaries.
The specific companies receiving orders include Walmart, Target, Delta Air Lines, United Airlines, JetBlue, DoorDash, Lyft, Instacart, and Uber. The agency is requesting detailed information to determine if prices for products and services vary between individuals based on loyalty program participation or personal data analysis. Furthermore, the FTC is investigating whether ride-sharing and delivery platforms set gig worker pay based on personal metrics, such as phone usage or history of accepting assignments.
The investigation affects retail shoppers, air travelers, and gig workers. The scale of the data collection covers major retailers, airlines, and delivery services. For consumers, the inquiry aims to clarify whether they are paying different prices than other customers for the same flight or grocery item based on their digital footprint. For independent contractors at companies like Uber and DoorDash, it addresses whether their pay is influenced by personal behavioral data rather than just the distance or time of a job.
The investigation centers on transparency in pricing and wages. If the FTC finds that individualized pricing is occurring, it could lead to new requirements for businesses to "clearly and conspicuously disclose" these practices. This follows a proposed policy from August 2026 that would mandate such disclosures. Legislators in at least 30 states have already considered bills related to pricing technology, including algorithmic pricing.
In response to the orders, several companies denied using personal data for individualized pricing. Delta Air Lines stated it has "zero tolerance" for predatory pricing and does not offer individualized fares based on personal data. JetBlue and Instacart similarly stated that their pricing is determined by demand, availability, or job-related criteria like distance. Walmart and Target have previously stated they do not set prices based on individual identity or shopping history. The FTC has stated it may use federal court to compel compliance if companies do not provide the requested data. The public comment period for the FTC's related pricing disclosure policy is open until Nov. 21, 2026.