Ask Onix
ASA rules EasyJet's baggage fee claim misleading
The UK's Advertising Standards Authority (ASA) has ordered EasyJet to stop promoting carry-on baggage fees "from £5.99" after the airline failed to prove the price was widely available to passengers.
Consumer complaint triggers investigation
Consumer advocacy group Which? flagged EasyJet's website claim to the ASA, arguing that airlines frequently advertise low base fares while adding hidden fees. The watchdog concluded that customers would reasonably assume £5.99 was a standard price for a large cabin bag across many routes.
EasyJet defends pricing transparency
In response, EasyJet stated the £5.99 figure represented the lowest possible price for adding a carry-on bag and was accurate for some routes. The airline argued that since no bags were sold below that price, the claim wasn't misleading.
However, the ASA demanded evidence that large cabin bags were available at £5.99 "across a significant proportion of flight routes and dates"-which EasyJet did not provide.
Website wording revised after ruling
EasyJet told the ASA the disputed webpage was informational, not promotional. Following the ruling, the airline updated its site to clarify: "Fees vary with demand, route, flight date and time of booking. You'll see exact price at time of purchase."
The company acknowledged it couldn't provide specific figures due to dynamic pricing factors like availability and demand, but maintained customers would see the actual price during booking.
Industry-wide concerns over baggage fees
"If you want to take anything more than a small personal bag, you could end up paying more for that than your actual ticket."
Simon Calder, Travel Expert
Travel analyst Simon Calder warned that budget airlines' baggage charges could inflate total trip costs by up to 165%. Which? research found typical EasyJet cabin bag prices were five times higher than the advertised £5.99.
Rory Boland, editor of Which? Travel, criticized airlines for "a culture of low headline fares followed by exorbitant add-on charges," calling the ASA ruling "absolutely right."
Broader regulatory context
Consumer rights expert Jane Hawkes noted the issue extends beyond EasyJet, saying such practices "reduce customer confidence" by creating confusion over baggage policies.
Last year, EU lawmakers approved legislation requiring airlines to allow a free 7kg carry-on bag, but the rule awaits member state approval before implementation.
