Uber under fire for surge pricing after London terror attack

Uber faced significant backlash for maintaining surge pricing during the London terror attack on June 3, 2017, which resulted in seven deaths and numerous injuries. 

Uber users reported being charged up to 200 percent more than usual while trying to escape the chaos after a van had struck pedestrians on London Bridge and terrorists wielded knives nearby. Critics on social media accused Uber of profiting from the tragedy, with fares reportedly rising from around GBP 7 to 40 for short trips.

Despite the criticism, Uber's general manager in London, Tom Elvidge, defended the company's actions, stating that they suspended surge pricing in the attack area shortly after being informed of the incident, and extended this suspension to all of central London within an hour. 

Surge pricing typically increases fares when demand exceeds supply, but Uber usually disables this feature during emergencies. The company later refunded affected passengers and emphasised its support for those impacted by the attack.

The incident sparked discussions about the ethical implications of dynamic pricing algorithms, particularly during crises, and highlighted Uber's ongoing challenges with public perception and competition from traditional taxi services, which offered free rides to those fleeing the area.