03:45 AM EDT, 04/22/2026 (MT Newswires) -- Booking Holdings (BKNG) is under investigation for allegedly using deceptive marketing tactics to promote its premium accommodation programs, the Italian Competition Authority said Wednesday.

The reservation platform appears to grant better search visibility and quality endorsements to specific properties based on higher commission payments rather than actual service standards, the authority said.

These promotional strategies potentially mislead users into believing the highlighted listings offer superior value, which could drive them to reserve more costly rooms, the Italian Competition Authority said.

Regulators partnered with specialized financial police units for physical inspections at the regional corporate offices Tuesday, the ICA said.

Shares of the company were up 1.2% in Wednesday premarket activity.

Booking did not immediately respond to MT Newswires request for comment.