Regulator Deems EasyJet’s £5.99 Cabin Bag Claim Misleading

EasyJet has faced regulatory scrutiny over its advertising practices related to cabin bag fees. The Advertising Standards Authority (ASA) has ruled that the airline’s claim that the cost of adding a large cabin bag is “from £5.99” is misleading. This decision comes after a thorough investigation revealed that such a price was not readily available on a significant number of flights.

Regulatory Findings

The ASA announced that there was “insufficient evidence” supporting EasyJet’s advertised price. Consequently, the airline has been prohibited from using the phrase in its marketing materials. Moving forward, EasyJet must ensure that any stated lowest price for large cabin bags is accessible across a substantial portion of its flights.

Context of the Claim

• The £5.99 price claim specifically refers to large cabin bags meant for overhead storage.
• Airlines, particularly budget carriers, typically charge extra for such amenities.

Investigation by Which?

The ASA’s ruling followed a complaint from the consumer group Which?. Their investigation analyzed 520 EasyJet flights and uncovered that the price to add a large cabin bag exceeded £5.99 in all instances. The lowest price recorded was £23.49, while the average pricing was around £30.

Expert Remarks

Rory Boland, editor of Which? Travel, expressed strong disapproval of the airline’s marketing tactics. He stated that it is unacceptable for airlines to mislead customers with unattainable prices. He noted that EasyJet’s cabin bag fees were often significantly higher than the advertised amount.

Response from EasyJet

In response to the ASA’s ruling, EasyJet emphasized its commitment to transparency. The airline stated that it strives to provide clear pricing information and that it does have large cabin bags available at the lowest price as advertised.

EasyJet has indicated its willingness to adjust its marketing practices in light of the ASA’s feedback. They have undertaken measures to enhance clarity for consumers regarding bag fees.

Advice for Travelers

• When booking flights, consider airlines that do not impose additional fees for cabin bags.
• Always review total costs, including any add-ons, before completing a booking.