Lawsuit Claims JetBlue Used Customer Data to Raise Ticket Prices
JetBlue is facing a lawsuit accusing the airline of collecting customers' personal data without consent and using that data to set higher ticket prices.
The lawsuit, filed in April, follows claims by Andrew Phillips, a New York City resident, who says he noticed a significantly higher price for the same seat just one day after searching for tickets.
Phillips explains that he was entirely unaware that he was being tracked for the purpose of setting pricing, but his proposed class action lawsuit says that's exactly what the budget airline is doing.
The lawsuit accuses JetBlue of offering different fares to users based on their private digital data, including internet browsing history, personal data, and demographic information.
The complaint explains that when a consumer searches for airline tickets and then closes the browser window, the prices increase when the consumer seeks to re-engage with purchasing.
Phillips said he was not made aware that JetBlue was collecting his personal digital data, selling it to third parties, or using it to influence ticket prices.
Among the evidence cited in the lawsuit is a social media exchange in which Phillips posted a customer complaint by tagging JetBlue in a statement that read, "I love flying #JetBlue, but a $230 increase on a ticket after one day is crazy. I'm just trying to make it to a funeral."
A representative from the company responded to Phillips' comment through JetBlue's official social media account, writing, "Try clearing your cache and cookies or booking with an incognito window. We're sorry for your loss."
The lawsuit points to this conversation as evidence that the company was aware of its business tactics to set prices based on user browsing history and user data. JetBlue quickly deleted the social media post and walked back the response. The airline said in a statement that "JetBlue does not use personal information or web browsing history to set individual pricing," adding, "Fares are determined by demand and seat availability, and all customers have access to the same fares on jetblue.com and our mobile app."
They went on to explain the social media interaction by saying that "that social media reply was simply a mistake from an individual customer service crewmember. The steps the crewmember suggested would not have changed the airfares available for purchase."
Airline ticket prices in the United States are typically set through dynamic pricing models based on demand and seat availability. Federal law prohibits deceptive or unfair practices in air travel, but does not restrict airlines from adjusting fares as market conditions change.
The case comes amid growing scrutiny over the use of artificial intelligence in pricing and consumer data practices, particularly as companies expand how they track and use customer data across digital platforms.
The lawsuit alleges JetBlue violated the Electronic Communications Privacy Act, a federal law that limits how companies can monitor and use electronic communications, along with two New York consumer protection laws. The proposed class action seeks unspecified damages and a jury trial.
