Ad description
A page on the easyJet website www.easyjet.com, seen in September 2025, titled “Fees and charges”. Text under the subheading “Bags” stated “Large cabin bag From £5.99”.
Issue
Which?, the consumer protection group, challenged whether the claim “from £5.99” was misleading and could be substantiated.
Response
EasyJet Airline Co Ltd stated the “Fees and Charges” page on their website was intended for information purposes, not for use in broader promotions or marketing campaigns. They stated that large cabin bags could be purchased across their network for prices starting from £5.99. They were not able to provide specific figures, but stated the advertised price was accurate and available on a range of routes. They explained that prices for a large cabin bag could vary depending on factors such as availability, demand, and operational cost, so it was not possible to display an exact price on the “Fees and Charges” page. The page was intended to inform consumers that £5.99 was the starting price point for a large cabin bag, and was not linked to a promotional sale or campaign. If customers chose to add a large cabin bag to their booking, the actual price was shown clearly during the booking process before purchase to ensure transparency. EasyJet believed the general availability of large cabin bags at £5.99, and the fact that there were no bags available below that price, meant the information on the page was not misleading.
Assessment
Upheld
The ASA considered that consumers would understand the claim “from £5.99” to mean that large cabin bags would be available to book for £5.99 across a significant proportion of flight routes and dates. We therefore expected to see evidence, in the form of relevant pricing and availability data, demonstrating that large cabin bags could be booked at the “from £5.99” price across a range of flights and dates.
However, easyJet said they were not able to provide specific data to substantiate that price. Consequently, we were unable to make an assessment of the proportion of large cabin bags that could be booked at the advertised price across a range of flights and dates. Whilst we acknowledged easyJet’s assurance that large cabin bags could be purchased for £5.99, we considered that alone was insufficient to substantiate the “from” pricing claim.
Because we had not seen sufficient evidence to demonstrate that large cabin bags were available to book for £5.99 across a range of flight routes and dates, we concluded the “from” pricing claim had not been substantiated and was misleading.
The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation) and 3.17 and 3.22 (Prices).
Action
The marketing communication must not appear again in the form complained of. We told easyJet Airline Co Ltd to ensure when using “from” price claims in the future that large cabin bags were available at the advertised price across a significant proportion of flights.
