British airline easyJet is no longer permitted to advertise carry-on baggage fees starting at “£5.99” following a ruling by the Advertising Standards Authority (ASA) deeming the price as misleading to customers. The ASA found that there was insufficient evidence to support the claim that the price was available for a wide range of flights and dates. As a result, easyJet has been instructed to discontinue using the phrase in its advertising.
Furthermore, easyJet must ensure that the “from” price for large cabin bags represents the lowest price available across a significant portion of its flights going forward. Despite easyJet’s argument that the advertised price was accurate and applicable to various routes, the prices were found to vary based on factors such as demand and operational costs. However, the airline emphasized that the actual price for a specific booking was clearly presented before purchase.
The ASA’s decision came after a study conducted by consumer group Which? revealed that the price for adding a large cabin bag exceeded £5.99 on all 520 easyJet flights analyzed. The investigation found that the lowest price observed was £23.49, with an average price of £30. Rory Boland, editor of Which? Travel magazine, criticized airlines for using low initial fares and then imposing high additional charges for standard cabin bags. Boland advised customers to consider airlines that do not have cabin bag add-ons to potentially save on costs.
In response, easyJet stated that they strive to provide transparent pricing information to customers and have adjusted their practices following the ASA’s feedback to ensure clarity for consumers. The airline assured that there are always some large cabin bags available at the lowest price.