EasyJet Receives Formal Warning Over Deceptive Cabin Bag Pricing
The Advertising Standards Authority has issued a stern rebuke to budget airline EasyJet regarding its promotion of cabin bag fees starting 'from £5.99'. This decisive action follows a comprehensive investigation by consumer watchdog Which?, which revealed that not a single flight among 520 analysed actually offered the advertised minimum price.
Investigation Uncovers Widespread Pricing Discrepancies
Which? researchers conducted an extensive analysis of cabin bag pricing across multiple airlines, examining nearly 1,500 flights in total. Their findings presented a troubling picture of advertised rates that rarely matched reality. For EasyJet specifically, the investigation discovered that the cheapest available cabin bag option was actually £23.49, with an average cost of £30 - representing a staggering £17.50 difference from the promoted 'from £5.99' claim.
The ASA determined that EasyJet's wording would lead reasonable consumers to believe they could purchase carry-on luggage for the advertised minimum price. In their ruling, the authority stated: 'Whilst we acknowledged easyJet's assurance that large cabin bags could be purchased for £5.99, we considered that alone was insufficient to substantiate the "from" pricing claim.'
Regulatory Requirements and Airline Response
As a direct consequence of the ASA's intervention, EasyJet must now ensure that any advertised pricing reflects genuine availability across a significant proportion of flights. The airline has updated its website to include clearer disclaimers, now stating: 'Fees vary with demand, route, flight date and time of booking. You'll see exact price at time of purchase.'
An EasyJet spokesperson responded to the ruling by emphasising their commitment to transparency: 'We always aim to provide clear information to our customers on pricing... In light of the ASA's feedback we have made some changes to the page to ensure the information is as clear as possible for consumers.'
Broader Industry Implications and Consumer Impact
The investigation extended beyond EasyJet to include other major budget carriers. Which? found similar patterns of misleading pricing across the sector:
- Ryanair advertised cabin bags from £12, but this price was only available on 2 out of 634 flights analysed, with average costs reaching £20.50
- Wizz Air promoted rates from €15 (£13.11), yet researchers found this price just twice across 338 flights, with average charges soaring to £28.93
Rory Boland, editor of Which? Travel, expressed significant concern about these industry practices: 'Our research shows that the tens of millions of passengers who need to take a cabin bag will pay much more than the cheapest price advertised. Rather than a few pounds, prices for bags can often be more than the flight itself.'
Consumer Protection and Future Enforcement
The ASA's ruling establishes an important precedent for airline advertising standards. The authority has made clear that 'from' pricing claims must be substantiated with concrete evidence of widespread availability. This decision comes at a time when ancillary fees represent an increasingly significant portion of airline revenue, making transparent pricing particularly crucial for consumer protection.
Which? has called for continued regulatory scrutiny, arguing that airlines' 'failure to provide transparent fees' means consumers 'don't know what they are paying' until advanced stages of the booking process. The consumer group has shared its comprehensive findings with regulators, suggesting this issue may prompt further investigations across the aviation sector.
This case highlights the ongoing tension between competitive pricing strategies and consumer rights in the budget airline industry, setting important parameters for how carriers can legally advertise additional fees to British travellers.
