EasyJet has been instructed to cease advertising carry-on baggage fees starting at £5.99, as the Advertising Standards Authority (ASA) deemed this pricing strategy deceptive to customers. The ASA determined that there was insufficient proof that this price was universally available across various flight routes and dates, prompting the directive for easyJet to discontinue using the specified phrase.
Furthermore, easyJet must ensure that the “from” price for large cabin bags represents the lowest cost across a substantial portion of flights moving forward. Despite easyJet’s defense that the advertised price was accurate and applicable to multiple routes, the airline acknowledged that prices fluctuated based on factors such as demand, availability, and operational expenses.
Following an investigation by consumer group Which?, the ASA ruling was based on the revelation that the cost of adding a large cabin bag exceeded £5.99 on all 520 easyJet flights examined. The investigation discovered that the lowest price observed was £23.49, with an average price of £30.
Editor of Which? Travel magazine, Rory Boland, expressed dismay at airlines’ practice of using low initial fares and then imposing high fees for standard cabin bags. He commended the ASA’s decision against easyJet, emphasizing the importance of transparency in pricing for customers.
In response, easyJet stated that they strive to provide transparent pricing information to customers, clarifying that some large cabin bags are consistently available at the lowest price. In light of the ASA’s feedback, easyJet has made adjustments to ensure clearer communication of fee information to consumers.