The US Federal Trade Commission (FTC) is taking action against Booking Holdings, Priceline’s owner, over misleading third-party online hotel ads. The fine could be $500 million, Reuters reported on Wednesday.
The FTC has reportedly been investigating the relationship between Priceline and Guest Reservations, a third-party online website for specific hotels, according to the report. The online ads often appear to direct customers to the hotel site but instead allegedly send them to a third party to charge extras.
