JetBlue 'surveillance pricing' litigation deepens US scrutiny of practice
By Mike Swift ( November 11, 2026, 23:34 GMT | Comment) -- Americans have long accepted the cost to their privacy of their personal data being used to drive what ads they see, but they may be ready to draw the line on the use of their personal data to set the price they pay for goods and services. Not only have regulators such as the US Federal Trade Commission and state attorneys general starting looking into the practice in a big way, but a growing number of states are passing or considering laws restricting so-called "surveillance pricing." Now the first surveillance pricing lawsuits, including a complaint in New York against JetBlue, are appearing in US courts.Two prominent American concerns — high prices and artificial intelligence — are implicated in the increasing focus of US enforcers and class-action litigators on so-called “surveillance pricing.” That scrutiny is likely to intensify in 2027....
Prepare for tomorrow’s regulatory change, today
MLex identifies risk to business wherever it emerges, with specialist reporters across the globe providing exclusive news and deep-dive analysis on the proposals, probes, enforcement actions and rulings that matter to your organization and clients, now and in the longer term.
Know what others in the room don’t, with features including:
- Daily newsletters for Antitrust, M&A, Trade, Data Privacy & Security, Technology, AI and more
- Custom alerts on specific filters including geographies, industries, topics and companies to suit your practice needs
- Predictive analysis from expert journalists across North America, the UK and Europe, Latin America and Asia-Pacific
- Curated case files bringing together news, analysis and source documents in a single timeline
Experience MLex today with a 14-day free trial.