The encyclopedia · Advertising & PR · Marketing decision · 2026
easyJet's 'Large cabin bag From £5.99' — a price claim with no pricing data
easyJet's fees page said large cabin bags from £5.99. Which? asked for proof — easyJet had none, and the ASA banned the claim.
easyJet · 2026-01
What happened
In September 2025 the 'Fees and charges' page on easyjet.com stated under the subheading 'Bags': 'Large cabin bag From £5.99'. Which?, the consumer group, challenged whether the 'from £5.99' claim was misleading and could be substantiated.
easyJet said the page was for information purposes only, that large cabin bags were available across its network from £5.99, and that no bags were available below that price. It was not able to provide specific figures, because prices varied with availability, demand and operational cost; the actual price was shown clearly during the booking process.
On 28 January 2026 the ASA upheld the complaint. Consumers would understand 'from £5.99' to mean the price was available across a significant proportion of routes and dates — and because easyJet could not supply the pricing and availability data, the ASA could not assess that. The assurance that some bags sold for £5.99 was not enough. The claim breached CAP rules 3.1, 3.7, 3.17 and 3.22 and must not appear again.
Why it happened
- A 'from' price is a promise about how much of the network it covers — easyJet refused to say how much that was.
- Which? asked for pricing data; easyJet said it had none — an unprovable price is a misleading price.
- The real price appeared in the booking flow — but the claim had already done its work on the fees page.
The lesson
A 'from' price is a promise about how widely it applies: easyJet's 'Large cabin bag From £5.99' promised the price across a significant share of flights — the ASA banned it for lack of data.
Aftermath
The ASA told easyJet Airline Co Ltd to ensure that when using 'from' price claims, large cabin bags were available at the advertised price across a significant proportion of flights and dates.
Sources
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