Are companies watching you shop? Now-deleted tweet puts spotlight on surveillance pricing

Added: 2026-05-05

[00:00:00]Are companies watching you shop online and then using your personal data to fine-tune prices? That's the question that some lawmakers and advocacy groups are asking after a deleted social media post from JetBlue. So, it seemed to suggest that clearing your browser history might affect airfares.

[00:00:17]>> JetBlue said the post was a mistake and the airline does not use personal data or so-called surveillance pricing to set prices for individual customers. But still, the moment put a spotlight on how pricing decisions are made and how companies use personal data. A CNN correspondent Michael Yoshida joining us live now from Washington this evening.

[00:00:34]So, Michael, what fallout has this had from lawmakers there in the capital?

[00:00:42]And then Myra and Ernie, yeah, you mentioned that now deleted social media post and interaction. Well, here in DC caught the attention of lawmakers on Capitol Hill. Several, including Senator Ruben Gallego, sending a letter to JetBlue demanding answers about how they set their prices. As again, this really sparking an issue with advocacy groups as well as those on Capitol Hill.

[00:01:05]Social media turbulence for JetBlue. A customer writing on X, quote, "I love flying JetBlue, but a $230 increase on a ticket after 1 day is crazy. I'm just trying to make it to a funeral." The airline replying, quote, "Try clearing your cache and cookies or booking with an incognito window. We're sorry for your loss." JetBlue deleted the post saying in a statement it was a mistake and that the steps suggested would not have changed the airfares available for purchase. The airline also says it, quote, "Does not use personal information or web browsing history to set individual pricing." It's entirely a myth in the industry. Airline pricing changes so quickly. Um and I think that's just due to supply and demand.

[00:01:43]>> The exchange igniting questions about surveillance pricing using browsing history, spending habits, location, and other personal data to adjust prices for individuals. While the practice is broadly legal in the US, airlines, including JetBlue, say they don't do it.

[00:01:57]>> The airlines are getting much better at dynamic pricing. That does not mean that they're tracking individuals, though.

[00:02:04]They're looking at trends, at pricing trends overall. So, if there's a lot of people across a lot of geographies who are looking for the same flight you're looking for, then the price may go up.

[00:02:14]Still, advocacy groups want more transparency on how prices are being set. Companies are increasingly turning to new technologies to vary pricing.

[00:02:24]It's really a departure from 150 years of pricing in which there's been a standard price that we've all paid if we were buying the same item from the same retailer at the same time.

[00:02:38]And following this social media exchange, again, in their statement to us, JetBlue reiterated. They say they set their fares based on demand and seat availability. Still, that's not stopping people from asking questions and wanting more information about how prices are set. Live in Washington, I'm Michael Yoshida.

[00:02:57]Yeah, so Michael, that is pretty crazy to hear that. And to be clear, like you said, surveillance pricing is broadly legal in the US, but there's one state apparently that's taking steps to try to limit that practice. So, where is that happening?

[00:03:10]For sure. So, just uh earlier this month, Maryland became the first state to ban surveillance pricing in grocery stores. Now, this legislation, once signed by the governor, will go into effect later this year and it'll ban dynamic pricing and the use of surveillance data to tailor individual prices to different customers in grocery stores. The people behind this legislation say this will help protect consumers from sudden price swings and their personal data being used to influence those prices. Important to note, other states, a good handful of them have also similar legislation currently going through their own statehouses as this is a topic that we're probably going to keep hearing about uh in the coming years.

[00:03:52]So, with so much attention on airline prices right now, what advice did those that you spoke with have for people who want to travel this year and and acts and are worried about trying to get the lowest price they can?

[00:04:05]Yeah, that social media exchange really highlighting the issue of prices right now. And those we spoke with uh at The Points Guy as well as other travel advisors say the biggest thing right now, just go ahead and book. When you do, though, make sure it's not basic economy. That way you'll have the ability to get a credit if that price drops at a later date. Some good AI tools to keep in mind that help monitor those price fluctuations, Payback, Genovo, also Autopilot. And another tip uh from those we spoke with saying, "If you can, try some of those airline bundle packages that put your flight, your hotel, maybe even your rental car together." Uh those we talked with say right now they're seeing a lot of value there, some 40% potentially to be saved.

[00:04:49]So, again, right now, consider the bundles. And also, if you do book that airline ticket, just don't do basic.

[00:04:56]All right, very good. Good information.

[00:04:57]Michael Yoshida in Washington, thank you very much, sir.