JetBlue used customers’ data to set ticket prices, lawsuit alleges

A lawsuit has been filed against JetBlue by Andrew Phillips, a New York resident, accusing the airline of collecting personal data without consent to manipulate ticket prices. The class action claims JetBlue tracked Phillips’ information during his online booking process to adjust fares based on his internet history and demographics. This practice, known as “surveillance pricing,” allegedly allows JetBlue to charge different prices for the same service, violating privacy rights. The lawsuit also states that JetBlue did not inform customers about monitoring or selling their data to third parties. A social media exchange highlighted this issue when JetBlue suggested a customer clear their browser cache to avoid price increases. Phillips seeks damages for violations of privacy laws. JetBlue has not commented on the lawsuit. QUESTION: How might the use of personal data to set prices impact consumer trust in online services?