EasyJet has been told to stop advertising its cabin baggage fees as starting “from £5.99” after the UK advertising watchdog concluded the airline could not prove that passengers are genuinely able to secure that price.
The Advertising Standards Authority (ASA) said EasyJet failed to provide adequate evidence showing that the £5.99 fee for a large cabin bag was realistically available across flights and booking periods. As a result, the airline has been instructed not to use the claim in future marketing.
The ruling followed research carried out by consumer group Which?, which reviewed cabin bag prices on more than 500 EasyJet flights. The study found that the advertised £5.99 fee did not appear on any of the flights examined, with actual charges consistently higher.
Which? argued that promoting such low headline prices risks misleading customers, particularly when those prices are rarely, if ever, available. It said baggage fees often vary widely depending on factors such as route, demand and time of booking.
In response, EasyJet said its pricing structure is dynamic and based on availability, with lower-priced baggage options offered in limited numbers. The airline added that it has taken steps to improve transparency around optional charges following the ASA’s findings.
The watchdog said the decision was intended to ensure consumers are given clear and accurate information, allowing them to make informed choices without being influenced by prices that are unlikely to be obtainable in practice.
