JetBlue is facing a proposed class action lawsuit alleging that the airline uses customers' personal data, including browser activity, to set ticket prices. The lawsuit, filed in Brooklyn federal court, claims that the carrier collects this information without consent to implement surveillance pricing, which effectively makes flying more expensive.
The legal action follows an exchange on the social media platform X. After a passenger inquired about a pricing surge, JetBlue suggested that the customer try clearing their cache and cookies or booking through an incognito window. This response raised concerns that the carrier employs specific tracking methods to dynamically adjust its fares.
According to the complaint, JetBlue conceals its use of trackers to set prices and shares consumer data with third parties. The lawsuit alleges that these third-party programs assist the airline in deciding when to raise ticket prices based on the personal data it has collected.