FTC Probes Uber, DoorDash, Walmart Over Personalized Pricing Tactics

The Federal Trade Commission has launched a sweeping inquiry into how major companies like Uber, DoorDash, and Walmart use consumer data to tailor individual prices. The agency is demanding detailed information from a broad range of businesses, including airlines and retailers, about their data collection practices and pricing algorithms. This move signals heightened regulatory scrutiny of 'surveillance pricing'—the practice of charging different customers different amounts based on their personal information, browsing history, or location. The FTC aims to understand whether these practices harm consumers or violate fair competition laws. With companies increasingly relying on vast troves of data to maximize profits, the investigation could reshape how digital marketplaces operate. The outcome may lead to new rules requiring greater transparency and giving shoppers more control over how their data influences the prices they see. For now, the agency's request marks a critical step toward holding tech-driven pricing strategies accountable.