JetBlue Sued for Allegedly Using Personal Data to Raise Ticket Prices

JetBlue is being sued for allegedly tracking customers' personal data and using it to jack up ticket prices.

A proposed class action was filed on April 22 in Brooklyn federal court by New York resident Andrew Phillips, who claims JetBlue collected his personal information — including browsing activity, travel details, and payment data — while he was booking a flight to Florida through the airline's website. The lawsuit alleges JetBlue used that data to adjust his fare through a practice known as "surveillance pricing," where companies use AI and tracking tools to charge different customers different prices for the same product based on their personal data.

The complaint also alleges JetBlue shared customer data with third parties whose software helped determine when to raise fares.

The lawsuit points to a now-deleted social media exchange as evidence. On April 18, a customer posted on X complaining about a $230 price increase on a JetBlue ticket after just one day, adding that they were trying to get to a funeral. JetBlue's official account responded by suggesting the customer clear their cache and cookies or try booking through an incognito browser window — a response the lawsuit argues amounts to an acknowledgment that browsing data affects pricing.

JetBlue has denied the allegations, saying it does not use personal information or browsing history to set prices and that fares are based on demand and seat availability. The airline called the social media response a mistake by an individual employee.

The case has also drawn attention from Congress. Two Democratic lawmakers — Representative Greg Casar and Senator Ruben Gallego — sent a letter to JetBlue CEO Joanna Geraghty asking the airline to explain how it defines personal data and whether it uses that data in any way to set prices.

Surveillance pricing has become a growing concern across industries. In January, the FTC released a report finding that multiple retailers were using personal data to set individualized prices that could change based on factors like timing, device, and customer profile — often without customers knowing.

Phillips is seeking unspecified damages for alleged violations of the Electronic Communications Privacy Act and two New York consumer protection laws.

There is no settlement yet in this case.

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