EasyJet has received a directive to cease advertising carry-on baggage fees starting at £5.99 following a ruling by the Advertising Standards Authority (ASA) that deemed the pricing misleading to passengers. The ASA determined that there was inadequate evidence to support the claim that this price was universally available across various flight routes and dates, prompting the regulatory body to instruct easyJet to discontinue using the specific phrase.
The airline is also required to ensure that the “from” price for large cabin bags represents the lowest available price across a significant portion of flights in future promotions. Although easyJet contended that its advertised price was accurate and applicable to a range of routes, it acknowledged that prices could fluctuate based on factors such as demand and operational expenses. The actual price for a specific booking is reportedly prominently displayed before finalizing the purchase.
The ASA’s decision came after a study conducted by consumer group Which? revealed that the cost of adding a large cabin bag exceeded £5.99 on all 520 flights analyzed from easyJet. The lowest observed price was £23.49, with an average price of £30.
Rory Boland, editor of Which? Travel magazine, criticized airlines for employing low headline fares and then imposing significantly higher charges for standard cabin bags. Boland emphasized the importance for customers to consider airlines without cabin bag add-ons to potentially save on costs when booking trips.
In response, easyJet stated that it aims to provide transparent pricing information to customers and has made adjustments to ensure clarity on fees and charges. The airline affirmed that it consistently offers large cabin bags at the lowest possible price and has updated its information page based on the ASA’s feedback to enhance consumer understanding.