JetBlue is facing a proposed class-action lawsuit alleging it uses customers' personal data to set ticket prices, a practice known as 'surveillance pricing'. The lawsuit, filed in Brooklyn federal court, claims the airline conceals its use of trackers to dynamically adjust fares and shares data with third parties to determine when to raise prices.
The legal action follows an exchange on X in April where a passenger complained about a $230 price increase after one day. JetBlue responded by suggesting the passenger clear their cache and cookies or use an incognito window. The airline later said the response was incorrect, adding that fares can change as seats are purchased or inventory adjusts.
Plaintiff Andrew Phillips argues that consumers should not have their privacy violated to participate in what he calls a 'digital rat race for airline tickets'. The lawsuit seeks unspecified damages for alleged violations of federal anti-wiretapping law and New York state consumer protection laws.
JetBlue declined to comment on the lawsuit, stating it does not use personal data or artificial intelligence to set ticket prices. However, two Democratic lawmakers have asked the airline to answer detailed questions about its pricing practices.
