easyJet has been instructed to cease advertising that carry-on baggage fees start at £5.99 following a ruling by the Advertising Standards Authority (ASA) deeming the pricing strategy misleading to customers. The ASA determined that there was inadequate proof that the stated price was accessible across various flight routes and dates, prompting the directive to discontinue the usage of the specific phrase.
Furthermore, easyJet is obligated to ensure that the lowest “from” price for large cabin bags is applicable to a significant portion of flights going forward. In response, easyJet defended its pricing accuracy, stating that while the advertised price was valid for a range of routes, actual prices were subject to availability, demand, and operational costs. The airline highlighted that the final price for a specific booking was clearly presented before purchase.
The ASA’s decision followed a probe by consumer group Which?, which discovered that the cost of adding a large cabin bag exceeded £5.99 on all 520 easyJet flights analyzed. The investigation revealed that the lowest price found was £23.49, with an average price of £30. Rory Boland, editor of Which? Travel, expressed astonishment at airlines’ use of misleading pricing tactics, emphasizing the need for transparent pricing practices in the industry.
Commenting on the ruling, easyJet affirmed its commitment to providing transparent pricing information to customers and stated that adjustments had been made to ensure clearer communication of fees and charges. The airline assured that it consistently offers large cabin bags at the lowest possible prices.
