The Advertising Standards Authority (ASA) has issued a formal reprimand to budget airline EasyJet following a ruling that its marketing claims about large cabin bag fees were misleading to consumers.
Investigation Reveals Pricing Discrepancies
The regulatory body found insufficient evidence to support EasyJet's advertised claim that adding large cabin bags to flights cost from £5.99. The ASA determined that this price point was not genuinely available across a representative range of flight routes and booking dates, making the marketing communication potentially deceptive for passengers.
Consumer Investigation Supports Ruling
A comprehensive investigation by consumer champion Which? provided substantial evidence supporting the ASA's decision. Their research revealed that actual prices for large cabin bags were significantly higher than the advertised from £5.99 figure. The investigation found:
- The lowest actual price discovered was £23.49
- The average price across multiple routes and dates was approximately £30
- Substantial variation in pricing that contradicted the advertised claim
Regulatory Action and Future Requirements
As a result of the ruling, EasyJet faces specific regulatory requirements and restrictions:
- The airline is banned from using the phrase from £5.99 in any marketing communications regarding large cabin bags
- EasyJet must ensure that any future from prices accurately reflect the lowest price accessible across a significant proportion of flights
- The airline must implement clearer pricing information for consumers
Airline Response and Consumer Impact
EasyJet has responded to the ruling by stating that the company always aims to provide clear and transparent pricing for its customers. The airline confirmed it has already made changes to its booking pages following the ASA's feedback to ensure information is presented as clearly as possible for consumers making travel decisions.
This case highlights the importance of accurate advertising in the competitive airline industry, particularly regarding ancillary fees that can significantly affect the total cost of travel. The ASA's action serves as a reminder to all airlines about their responsibilities regarding transparent pricing practices.
