(qlmbusinessnews.com . Thu 29th Jan, 2026) London, UK —
Hidden Costs Revealed: EasyJet's £5.99 Baggage Fee Faces ASA Crackdown
EasyJet Faces Ad Reprimand Over Misleading Baggage Fee Claims
EasyJet has been rebuked for asserting on its website that charges for carry-on luggage start at £5.99, following its failure to substantiate such claims to the UK Advertising Standards Authority (ASA). The ASA condemned the airline for potentially misleading customers into believing they could secure a carry-on bag allowance at this minimal fee.
This contentious issue was brought to the ASA's attention by the consumer advocacy group Which?, highlighting a broader concern over airlines advertising low base fares only to levy additional charges subsequently.
Responding to the criticism, EasyJet stated, “Our intention has always been to provide our customers with transparent pricing information. Although we ensure that a selection of large cabin bags is offered at our lowest advertised price, we acknowledge the ASA's guidance and have since revised our webpage to further clarify the fees and charges.”
EasyJet defended its pricing communication, indicating that the £5.99 fee represented the starting price for carry-on luggage on a number of its routes and did not necessarily mean bags were available at that rate across all flights. However, the company admitted it didn't possess evidence to prove that large cabin bags were readily available at £5.99 for a considerable number of its flights, as challenged by the ASA.
Following their investigation, the ASA concluded that EasyJet's assertion could lead consumers to falsely believe that the £5.99 fee applies extensively across many routes and dates. Consequently, the regulatory body has prohibited EasyJet from using such representations in future promotions.
In light of the ASA's findings, EasyJet has updated its website to more explicitly state, “Fees vary with demand, route, flight date, and time of booking. The exact price will be shown at the time of purchase.” The airline has also commented on the impracticality of providing specific price figures due to the fluctuating factors influencing cabin bag charges.
The issue of unanticipated baggage fees is not isolated to EasyJet, as travel expert Simon Calder points out. The cost of adding a cabin or checked bag on certain routes with budget airlines can inflate the total travel expense significantly, sometimes by up to 165%.
Which? has further emphasized this concern, revealing from its own study that typical charges for EasyJet's cabin bags were five times higher than the advertised £5.99. “This culture of baiting customers with low headline fares only to impose steep additional costs for standard cabin bags is misleading and must be addressed,” remarked Rory Boland, editor of Which? Travel.
Consumer rights advocate Jane Hawkes echoes the sentiment that such practices erode consumer trust in airlines, advising travellers to reconsider their options and potentially opt for airlines without hidden baggage fees.
This controversy emerges in the context of pending European Union legislation aimed at ensuring passengers can carry a personal bag of up to 7kgs onboard at no extra charge, reflecting ongoing discussions about airline fee transparency and consumer rights.
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