easyJet has been prohibited from advertising carry-on baggage fees starting at £5.99 as the Advertising Standards Authority (ASA) deemed this pricing strategy misleading for passengers. The ASA stated that there was insufficient proof that the quoted price was applicable to various flight routes and dates. Consequently, easyJet is required to discontinue using this specific pricing phrase.
In addition, easyJet must ensure that the minimum “from” price for large cabin bags is the lowest available across a significant portion of flights moving forward. Despite easyJet’s argument that their advertised price was accurate and applicable to multiple routes, they acknowledged that prices could fluctuate based on factors such as availability, demand, and operational expenses. The actual price for a specific booking is prominently displayed before purchase.
The ASA’s ruling stemmed from a study conducted by consumer group Which? which revealed that the cost of adding a large cabin bag exceeded £5.99 across all 520 easyJet flights analyzed. The investigation found the lowest price to be £23.49, with an average price of £30.
Rory Boland, editor of Which? Travel magazine, criticized airlines for disregarding regulations and misleading customers with unattainable prices. He commended the ASA’s decision against easyJet, emphasizing the prevalence of airlines offering low headline fares but charging significantly more for standard cabin bags. Boland advised customers to consider airlines without cabin bag add-ons to potentially save on costs when booking trips.
Responding to the ruling, easyJet stated their commitment to providing transparent pricing information to customers. They clarified that they consistently offer some large cabin bags at the lowest price possible. Following the ASA’s feedback, easyJet has made adjustments to their information page to enhance clarity for consumers.
