EU investigates Booking.com's practices

The European Commission has launched an investigation into Booking.com, a subsidiary of Booking Holdings, concerning its methods for displaying accommodations in search results and possible fraud risks. The probe, which started on October 21, 2026, aims to determine if certain listings appear higher in search results due to higher commissions and whether these listings are clearly marked as advertisements.

Regulation on online advertising applies

Under the Digital Services Act (DSA), users must be clearly informed about the advertising nature of content, the advertiser’s identity, and the reasons for its display. This investigation focuses on whether Booking.com's practices meet these requirements, particularly regarding how users understand rankings and compare different offers.

Fraud and security concerns addressed

The investigation also examines whether Booking.com properly identifies and removes non-existent accommodations, identity theft risks, and offers that do not comply with regulations. It will look into phishing attempts, where scammers might try to get payments by exploiting reservation information, and whether data sharing between Booking.com and accommodation providers is secure.

Evidence comes from company reports

The Commission is using risk assessment reports from Booking.com between 2023 and 2026, as well as transparency reports and responses to official requests in 2025 and 2026. Booking.com has said it is cooperating with the investigation and prioritizes customer safety, according to Reuters.

Potential consequences and consumer advice

If violations of the DSA are confirmed, Booking.com could face fines of up to 6% of its annual global turnover. However, no penalty has been announced yet. The Commission may also request changes to the company's practices. Travelers are advised to be cautious of unexpected payment requests and to verify their authenticity through official channels. The case also raises questions about the ability of online booking platforms to serve both as commercial tools and fair comparators for users.