The Advertising Standards Authority (ASA) has taken decisive action against easyJet, prohibiting the airline from promoting its large cabin bag fees as starting from £5.99. This ruling comes after a thorough investigation by the consumer group Which?, which scrutinised 520 easyJet flights and found the advertised price to be largely unattainable for passengers.
Investigation Reveals True Costs
Which? conducted an extensive analysis of easyJet's pricing structure for large cabin bags, which are designed to fit in overhead lockers and typically incur extra charges on budget airlines. The investigation revealed that not a single flight among the 520 examined offered the bag for £5.99. Instead, the lowest price identified was a substantial £23.49, with the average cost soaring to £30. This stark discrepancy prompted the ASA to label easyJet's marketing as misleading, citing insufficient evidence that the £5.99 price was widely available to consumers.
Regulatory Response and Airline Defence
In its ruling, the ASA mandated that easyJet must cease using the phrase "from £5.99" in its advertising. Furthermore, the regulator emphasised that any future "from" prices for large cabin bags must be accessible across a significant proportion of flights to ensure transparency and fairness. EasyJet responded by asserting that the £5.99 price was indeed available on various routes, but acknowledged that fees could fluctuate based on factors such as availability, demand, and operational costs. The airline maintained that it displays all charges clearly before purchase to uphold customer transparency.
Consumer Outcry and Industry Culture
Rory Boland, editor of Which? Travel, expressed strong criticism, stating that it is frankly astonishing that airlines believe they can flout regulations and deceive customers with unattainable prices. He highlighted that the investigation uncovered a broader trend within the aviation industry, where airlines advertise low headline fares only to impose exorbitant additional fees for standard cabin bags. Boland noted that the prices collected from easyJet were typically five times higher than the claimed £5.99, urging travellers to consider airlines without such add-ons for potentially cheaper overall costs.
EasyJet's Commitment to Clarity
Following the ASA's feedback, easyJet has pledged to make adjustments to its pricing pages to enhance clarity for consumers. The airline reiterated its commitment to providing factual information on fees and charges, assuring that some large cabin bags remain available at the lowest advertised price. This move aims to address regulatory concerns while maintaining customer trust in an increasingly competitive market.
The ASA's ruling underscores the importance of honest advertising in the aviation sector, particularly as budget airlines continue to navigate consumer expectations and regulatory scrutiny. With this action, authorities hope to foster a more transparent environment where passengers can make informed decisions without falling prey to misleading marketing tactics.
