ASA Flags EasyJet for Misleading £5.99 Cabin Bag Fee

The Advertising Standards Authority (ASA) has ruled that EasyJet’s claim that customers could add a large cabin bag “from £5.99” was misleading. The UK regulator found that the airline could not demonstrate that this low price was available on a wide range of flights and dates.

The ASA has therefore prohibited EasyJet from using the phrase “from £5.99” in marketing until it can substantiate the claim.

Consumer group Which? conducted research across 520 EasyJet flights and found that the average cost of a large cabin bag was around £30, with the lowest price being roughly £23.49.

None of the flights examined offered the £5.99 rate, highlighting a significant discrepancy between EasyJet’s marketing and actual prices.

“Our recent investigation found that there is a culture of airlines using low headline fares — then charging exorbitant prices on top to take a standard cabin bag. The EasyJet cabin bag prices we collected were typically five times as much as the ‘from £5.99’ it claimed,” said Rory Boland, editor of Which? Travel.

The ASA explained that consumers are likely to interpret a “from” price as indicating the lowest rate is commonly available. “The marketing communication must not appear again in the form complained of.

When using ‘from’ price claims in the future, airlines must ensure large cabin bags are available at the advertised price across a significant proportion of flights,” the regulator said.

In response, EasyJet said that surcharges vary by route, date, and demand, and that the price displayed during booking is always accurate.

“We always aim to provide clear information to our customers on pricing… In light of the ASA’s feedback we have made some changes to the page to ensure the information is as clear as possible for consumers,” the airline added.

According to EasyJet, the “from £5.99” figure was intended only as a starting reference, not a guaranteed price. After the ASA ruling, the airline updated its website and promotional materials to show real cabin bag prices more clearly.