easyJet has been instructed to discontinue stating that carry-on baggage fees start at “£5.99” as the Advertising Standards Authority (ASA) determined that this price was deceiving passengers. ASA stated that there was insufficient proof that the advertised price was accessible across various flight routes and dates. Consequently, easyJet must cease using the specific phrase.
Furthermore, easyJet must ensure that the lowest price for large cabin bags labeled as “from” is indeed the most competitive rate across a significant portion of flights in the future. Despite easyJet’s argument that the advertised price was valid and applicable to multiple routes, they acknowledged that prices fluctuated based on factors like demand, availability, and operational expenses. The actual price for a specific booking was prominently displayed before the purchase.
The ASA ruling stemmed from a probe by the consumer group Which?, which disclosed that the price for adding a large cabin bag exceeded £5.99 on all 520 analyzed easyJet flights. The lowest price discovered was £23.49, with an average of £30. Rory Boland, the editor of Which? Travel magazine, criticized airlines for using misleading pricing tactics, emphasizing that customers should be cautious when selecting airlines with cabin bag add-ons to ensure cost-effectiveness.
In response, easyJet stated that they strive to provide transparent pricing information to customers and clarified that the purpose of the mentioned page was to present factual data on fees and charges. The airline assured that there are always some large cabin bags available at the lowest price and noted that adjustments have been made to enhance clarity for consumers based on ASA feedback.