The Federal Trade Commission (FTC) has announced a record-breaking fine of $35 million against travel booking website Hopper. The settlement comes after an investigation revealed that Hopper had used "dark patterns" - often referred to as sneaky or deceptive tactics - to hide fees and mislead travelers about the cost and benefits of its services.
Hopper allegedly created complex pricing structures, combined multiple fees without transparency, and even used language that was misleading in some cases. The website claimed that certain upgrades were worth more than they actually were, while also making it difficult for users to compare prices across different booking platforms. The FTC alleged that these tactics constituted deceptive business practices and violated the agency's rules prohibiting unfair or deceptive acts or practices.
The fine is a significant setback for Hopper, which had been accused of using aggressive sales tactics in its marketing efforts. The company has since shifted its focus towards providing more transparency and clear pricing information to its users. As part of the settlement, Hopper must also implement new measures to ensure compliance with FTC regulations and provide additional training to its staff on fair business practices.