Market Chatter: Booking Holdings Could Face FTC Action Over Priceline.com's Hotel Ads

MT newswire2026/10/07 16:46

12:46 PM EDT, 10/07/2026 (MT Newswires) -- Booking Holdings (BKNG) could face a US Federal Trade Commission probe over affiliate Priceline.com's online ads that appear to lead consumers to a hotel's website but instead direct them to a third-party site, where they are often charged more, Reuters reported Wednesday, citing two sources familiar with the matter. The FTC has been reviewing Booking's relationship with Guest Reservations, a third-party website that advertises specific hotel stays. The case could result in more than $500 million in potential penalties, according to the report. The FTC is contemplating whether Guest Reservations' websites, which often charge more for hotel rooms, violate a rule against impersonating other businesses, as well as other violations regarding fees, Reuters said. Booking Holdings and the FTC did not immediately respond to requests for comment from MT Newswires. (Market Chatter news is derived from conversations with market professionals globally. This information is believed to be from reliable sources but may include rumor and speculation. Accuracy is not guaranteed.) Price: 157.14, Change: -0.49, Percent Change: -0.31

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Market Chatter: Booking Holdings Could Face FTC Action Over Priceline.com's Hotel Ads

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