Full Breakdown
EasyJet's Misleading Cabin Bag Pricing Claims Banned by Advertising Watchdog
1/28/2026, 11:42:41 AM
Overview of the Regulatory Ruling
The Advertising Standards Authority (ASA) has ruled that EasyJet's claim that large cabin bags could be added to flight bookings "from £5.99" is misleading. The ASA determined that EasyJet failed to provide sufficient evidence to demonstrate that this price was available across a significant range of flight routes and dates. Consequently, the airline has been instructed to cease using this wording in its marketing materials.
Investigation Findings
The ASA's decision followed an investigation prompted by a complaint from the consumer group Which?. This investigation examined 520 EasyJet flights and found that none offered large cabin bags at the advertised £5.99 rate. The lowest price identified during the investigation was £23.49, with the average charge being approximately £30. Rory Boland, editor of Which? Travel, criticized the airline's practices, stating that the findings reflect a broader issue within the airline industry, where low headline fares are often accompanied by exorbitant additional charges for standard services like cabin baggage.
EasyJet's Response
In response to the ASA's ruling, EasyJet maintained that the £5.99 price was accurate for certain routes and that the claim was intended to inform customers about potential fees. The airline stated, "We always aim to provide clear information to our customers on pricing," and emphasized that the actual price for cabin bags would be displayed clearly during the booking process. EasyJet also noted that prices could fluctuate based on demand, availability, and operational costs.
Implications of the Ruling
The ASA's ruling highlights the need for transparency in airline pricing practices, particularly regarding additional fees that can significantly increase the cost of travel. The regulator's decision mandates that any future "from" price claims must reflect costs available on a substantial proportion of flights. This ruling may prompt other low-cost airlines to reassess their pricing strategies to avoid similar scrutiny.
Criticism of Industry Practices
Rory Boland's comments underscore a growing concern about the airline industry's pricing tactics. He described it as "astonishing" that airlines could promote prices that are effectively unattainable, suggesting that consumers should consider airlines that do not impose additional charges for cabin bags, as this could lead to more economical travel options.
Verbatim Quotes
- “It's frankly astonishing that airlines think they can ignore the rules and mislead customers with unattainable prices, so it's absolutely right that the ASA has made this ruling against easyJet as a result of our complaint.” — Rory Boland, Editor, Which? Travel
- “We always aim to provide clear information to our customers on pricing and the purpose of this page was to display factual information on fees and charges to customers.” — EasyJet Statement
Conclusion
The ASA's ruling against EasyJet serves as a significant reminder of the importance of accurate advertising in the airline industry. As consumer awareness grows, airlines may face increased pressure to ensure that their pricing practices are transparent and fair.
