easyJet has been prohibited from advertising that carry-on baggage fees start at a price of £5.99 following a ruling by the Advertising Standards Authority (ASA) that deemed the pricing as misleading to passengers.
The ASA stated that there was not enough proof to support that the £5.99 price was applicable across various flight routes and dates. Consequently, easyJet has been instructed to discontinue using this claim.
Moreover, easyJet must ensure that the advertised “from” price for large cabin bags represents the lowest price available across a significant portion of its flights moving forward.
easyJet defended its pricing by stating that the advertised rate was accurate and applicable to multiple routes. However, the airline acknowledged that prices could fluctuate based on factors like demand, availability, and operational expenses.
They also assured that the actual price for a specific booking was prominently displayed before the purchase was finalized.
The ASA’s decision came after a study by the consumer group Which? revealed that the cost of adding a large cabin bag on all 520 easyJet flights examined exceeded £5.99. The lowest price found was £23.49, with an average of £30.
Rory Boland, editor of Which? Travel magazine, remarked, “It’s truly surprising that airlines believe they can flout regulations and deceive customers with unachievable prices, so it’s entirely appropriate that the ASA has taken action against easyJet following our complaint.”
He added, “Our recent investigation exposed a trend where airlines advertise low base fares but then levy exorbitant charges for standard cabin bags. The prices for easyJet’s cabin bags were typically five times higher than the ‘from £5.99’ claim. Travelers should consider airlines without cabin bag fees when booking to potentially save money.”
Responding to the ruling, easyJet stated, “Our goal is always to provide transparent pricing information to our customers, and the intention of the page in question was to present factual details on fees and charges to our customers.”
“We consistently offer some large cabin bags at the lowest price possible. Following the ASA’s guidance, we have made adjustments to the page to ensure maximum clarity for consumers,” easyJet added.