New York State Attorney General Letitia James has slapped Fareportal with a $2.6 million fine after an investigation revealed systematic deceptive marketing. t’s a common experience shared by millions of travelers. Go online looking for a cheap flight and the booking website signals that seats are almost sold out: “Only two tickets left!” The message is clear: Hurry up and book, or lose out.
“Fareportal used deeply deceptive tactics to trick millions of consumers into booking airline tickets and hotel rooms,” said Attorney General James. “As a result of this dishonest and predatory behavior, Fareportal will pay $2.6 million to the state, correct its dishonest advertising, and share accurate information with customers in real time.”
The fine is a slap on the wrist for the privately held company, which brought in $5.34 billion in sales in 2019, makingreported that Fareportal’s 2020 sales were down roughly 58% due to the pandemic. During that period, the investigation concluded that Fareportal created false urgency around availability. “These types of nefarious tactics, known as ‘dark patterns,’ are used to manipulate and trick consumers into buying goods or services,” according to the statement.
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