U.S. Federal Trade Commission Preparing Action Against Priceline.com Owner Booking Over Misleading Ads Placed By Affiliate Guest Reservations; FTC Case Could Lead To Penalties Of $500M Or More

The U.S. Federal Trade Commission (FTC) is preparing to take action against Booking Holdings, the owner of Priceline.com, due to misleading advertisements placed by its affiliate, Guest Reservations. The case could result in penalties exceeding $500 million. This development may impact Booking Holdings' stock performance as the investigation unfolds.