# EasyJet Warned Over ‘Misleading’ £5.99 Cabin Bag Fee
EasyJet, one of Europe’s leading low-cost airlines, has been officially reprimanded by the UK’s Advertising Standards Authority (ASA) for misleading customers with its claim that large cabin bags could be added to flights “from £5.99”.[1][2] The regulator ruled that the airline lacked sufficient evidence to back up this pricing across a range of routes and dates, banning the phrase from future marketing and requiring more transparent “from” price claims.[1]
## The ASA Ruling: What Went Wrong?
The controversy centers on EasyJet’s promotional materials, which prominently advertised large cabin bag fees starting at just £5.99. This pricing was meant to entice budget-conscious travelers looking to avoid checked luggage costs. However, the ASA investigated following complaints and found the claim problematic. Specifically, they determined there was **insufficient evidence** that the £5.99 rate was “genuinely available across a range of flight routes and dates.”[1]
Under ASA guidelines, “from” pricing must reflect the lowest price accessible for a **significant proportion of flights**. EasyJet failed to demonstrate this, leading to the ruling that the advertisement was misleading. As a result, the airline is now prohibited from repeating the claim in any marketing communications. It must also revise how it presents introductory prices to ensure they align with real-world availability.[1]
This isn’t just a slap on the wrist—such rulings protect consumers from bait-and-switch tactics, where eye-catching low prices draw in customers only for higher costs to materialize at checkout.
## Which? Investigation Backs the Claims
Consumer watchdog **Which?** played a key role in exposing the discrepancy. Their independent probe revealed that the £5.99 fee was far from the norm. The lowest price they could find for a large cabin bag was **£23.49**, with an average of around **£30**.[1] This stark contrast highlights how promotional “from” prices can obscure the true cost for most passengers.
Which? tested multiple routes and dates, simulating real booking scenarios. Their findings supported the ASA’s decision, showing that the advertised rate was more exception than rule. For travelers, this means the bag fee often rivals or exceeds the base ticket price on short-haul flights, eroding the savings EasyJet promotes.
## EasyJet’s Response and Changes
In response to the ASA’s feedback, EasyJet emphasized its commitment to **clear pricing**. The airline stated it “always aims to provide clear pricing and has made changes to its page… to ensure information is as clear as possible for consumers.”[1] While specifics on these updates weren’t detailed in the ruling, they likely involve more prominent disclaimers or revised pricing displays on the booking platform.
EasyJet isn’t alone in facing such scrutiny. Budget airlines like Ryanair and Wizz Air have previously clashed with regulators over ancillary fees—charges for bags, seats, and other extras that can double a ticket’s cost. This case underscores ongoing tensions in the ultra-low-cost carrier model, where base fares are slashed but add-ons generate much of the revenue.
## Why Cabin Bag Fees Matter to Travelers
Cabin bag policies are a flashpoint for airlines. EasyJet allows one small bag (up to 45x40x20cm) for free, but larger cabin bags (56x45x25cm, including handles and wheels) incur a fee if not prepaid. The allure of £5.99 was positioned as a bargain for compliance with stricter enforcement at gates, where non-compliant bags can lead to £48 on-the-spot charges.
However, dynamic pricing means fees fluctuate based on demand, route, and booking timing. A £5.99 offer might appear for off-peak flights on less popular routes, but vanish for high-demand summer getaways. Travelers often discover this mid-booking, leading to frustration and unexpected expenses.
| Aspect | Advertised Claim | Reality (per Which?) |
|——–|——————|———————-|
| **Lowest Price** | £5.99 | £23.49[1] |
| **Average Price** | “From £5.99” | £30[1] |
| **ASA Finding** | Insufficient evidence for broad availability | Misleading; banned[1] |
| **Impact** | Banned phrase; must reflect significant proportion of flights | Clearer disclosures required[1] |
This table illustrates the gap between promotion and practice, helping passengers compare at a glance.
## Broader Implications for Budget Flying
The ruling arrives amid rising passenger rights awareness. The UK’s Civil Aviation Authority (CAA) and EU regulations increasingly target “drip pricing,” where mandatory fees aren’t upfront. EasyJet’s case could prompt wider industry changes, especially as competitors face similar probes.
For consumers, the takeaway is vigilance:
– Always check bag fees during booking simulations for your exact itinerary.
– Opt for small bags to avoid charges altogether.
– Use price comparison tools that include add-ons.
Which? advocates for full transparency, suggesting regulators mandate total cost displays from the outset. As travel rebounds post-pandemic, such protections are crucial for millions flying with carriers like EasyJet.
## Lessons for Airlines and Flyers
This incident serves as a reminder that even established players like EasyJet—carrying over 100 million passengers annually—must substantiate claims. The airline’s quick pivot to clearer pages is positive, but rebuilding trust requires consistent action.
Travelers, arm yourself with knowledge: that £5.99 bag might be a myth for your trip. Prepay early, stick to free allowances, or factor in realistic fees. In the cutthroat world of budget aviation, transparency wins.
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Original source: BBC News – EasyJet warned over ‘misleading’ £5.99 cabin bag fee
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