Airlines, grocery retailers accused of surveillance pricing as some states consider banning it

NEW YORK -- It appears that online searches can affect prices, on everything from airfare to groceries.

It started as a complaint online about the price of an airline ticket.

But it could have far deeper implications.

Over the weekend, a traveler posted, "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."

The airline responded, saying: "Try clearing your cache and cookies or booking with an incognito window."

Critics were quick to claim JetBlue was using what's known as surveillance pricing.

"Every day, our phones and devices collect massive amounts of personal data on us, and now businesses may be using this trove of personal information to charge each of us a different price for the exact same product or service," former Federal Trade Commission Commissioner Lina Khan said.

SEE ALSO: CA says Amazon pressured retailers to boost prices on their websites to not undercut it

Many implied that JetBlue's tweet was telling the traveler he could get a lower price if he erased the data JetBlue had received about him through his online searches.

But JetBlue denies that, saying: "The reply from our JetBlue crewmember on social media was incorrect, and we apologize for the error. JetBlue fares...are not determined by cached data or other personal information."

It's not just airlines that have been accused of surveillance pricing.

A recent study showed people using Instacart were shown different prices despite shopping for the same item.

The company ended the program a short time later.

But experts say surveillance pricing is still being used by rideshare apps, major grocery retailers and even pharmacies.

Several states are now considering banning the practice.