EasyJet has come under fire from the Advertising Standards Authority (ASA) for promoting its carry-on baggage fees as starting “from £5.99” without providing adequate evidence that passengers can actually book cabin bags at this price. The ruling follows a complaint from consumer group Which?, which highlighted a trend among airlines to advertise low base fares while imposing hefty additional charges.
ASA Ruling on Advertising Claims
The ASA’s investigation revealed that EasyJet’s marketing language could mislead consumers into believing that £5.99 was a common fare for large cabin bags across many routes and dates. The authority stated that it expected to see evidence supporting this claim, but EasyJet failed to deliver the necessary documentation. Consequently, the ASA ruled that the airline’s advertisement was misleading and has instructed EasyJet to discontinue such wording in future promotions.
In a response to the ASA, EasyJet asserted that its website’s intention was to provide factual information regarding fees rather than serve as an advertisement. The airline has since adjusted its website to clarify that fees can vary depending on several factors, including demand, route, and timing of the booking. It now states, “You’ll see exact price at time of purchase.”
Adjustments to Booking Information
Despite its claims, EasyJet acknowledged that it cannot guarantee availability of cabin bags at the advertised price of £5.99. The airline indicated that prices fluctuate based on various elements, making it difficult to provide specific figures upfront. Rory Boland, editor of Which? Travel, asserted that their research indicated that the typical cost for a cabin bag on EasyJet flights was, in fact, five times higher than the £5.99 figure advertised.
In light of the ASA’s findings, EasyJet has made alterations to its website to ensure customers have a clearer understanding of baggage fees. The airline emphasized its commitment to transparency, stating that customers will see the actual price during the booking process.
Industry-Wide Concerns
The issue raised by Which? extends beyond EasyJet, reflecting a broader concern about the airline industry’s pricing practices. Rory Boland described a troubling culture among airlines that advertise low fares, only to impose significant additional charges for basic services like cabin baggage. He urged consumers to consider airlines that do not charge for carry-on luggage as a more economical option.
Consumer rights advocate Jayne Hawkes echoed this sentiment, warning that ongoing confusion surrounding baggage fees erodes trust between airlines and their customers. She highlighted that such practices ultimately detract from customer confidence in the airline industry as a whole.
Legislative Developments
In a move that may impact the airline industry in the future, European Union lawmakers voted last year to mandate that airlines allow passengers to bring a carry-on bag weighing up to 7kg onboard free of charge. However, this legislation has yet to be enacted, pending approval from member states.
Why it Matters
The ASA’s ruling against EasyJet underscores the urgent need for transparency in airline pricing structures. As consumers navigate the complexities of travel costs, clear and honest communication regarding fees is essential. This incident serves as a reminder for both airlines and passengers to advocate for fair practices in an industry often characterised by hidden charges. In an age where budget travel is increasingly popular, ensuring clarity around additional fees can significantly enhance customer trust and satisfaction.
