EasyJet has been instructed by the Advertising Standards Authority (ASA) to refrain from advertising carry-on baggage fees starting at “£5.99” due to concerns that the price was misleading travelers. The ASA determined that there was insufficient proof that the stated price was applicable to a wide range of flight routes and dates, prompting the directive to cease using the specific phrase.
According to an investigation by consumer group Which?, all 520 easyJet flights analyzed revealed that the actual price for adding a large cabin bag exceeded the advertised £5.99, with the lowest price found being £23.49 and an average of £30. Rory Boland, the editor of Which? Travel magazine, expressed astonishment at airlines’ practices of using low initial fares and then adding significantly higher fees for standard cabin bags.
In response, easyJet defended its pricing strategy, stating that while the advertised price was accurate for certain routes, variations in pricing were influenced by factors such as availability, demand, and operational costs. The airline emphasized that the final price for a specific booking was clearly communicated before purchase.
Moving forward, easyJet is required to ensure that the “from” price for large cabin bags represents the lowest price available across a substantial portion of flights. The airline has undertaken to make adjustments to its pricing information to enhance clarity for consumers following the ASA ruling.
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