Train companies cautioned regarding ‘best price’ assertions after watchdog prohibits advertisements
Train operators have been cautioned over pricing assertions made on their ticketing platforms following the advertising regulator’s ban on ads from three sellers. The Advertising Standards Authority determined that declarations made for fares booked via ScotRail and Greater Anglia’s sites, along with a third-party ticketing platform, My Train Ticket, were deceptive. In all three instances, the ASA stated that it discovered the companies lacked evidence to demonstrate that customers would receive the lowest available price by purchasing train tickets from them. A ScotRail webpage indicated that consumers could “get cheapest tickets,” “book direct for the best price,” and that it was “unbeatable on price.” Greater Anglia’s webpage featured the statement “book direct for lowest prices.” While both companies claimed that their platforms showcased the lowest prices accessible on that day and charged no booking fees, the ASA stressed that “best price” claims must be substantiated by evidence to confirm that retailers “would consistently beat, and not just match, competitors’ prices.” In fact, according to industry regulations, providers are barred from generating or selling their own train prices, the ASA noted. Additionally, the ASA identified that in some cases, Greater Anglia’s fares could be surpassed through split ticketing, or purchasing different tickets for parts of a journey. These decisions followed a similar judgment in August against Trainline, which the ASA found had violated its code by assuring customers they wouldn’t encounter cheaper prices elsewhere. Claire Dickie, ScotRail’s commercial director, remarked: “Our intention is always to offer clear, accurate information to our customers, and we regret that the website messages did not fully comply with the ASA’s criteria. We will further assess our procedures to ensure we uphold the highest compliance standards. “ScotRail is dedicated to providing great value for money and assisting customers in finding the best fare for their journey, notably through the elimination of peak fares, a wide array of discounts, and straightforward, user-friendly booking systems.” My Train Ticket expressed its approval of the ASA ruling, noting that it routinely reviews and updates its website “to ensure it delivers accurate, clear, and impartial details for our customers.” George Eckton, a rail commuter from Glasgow and a long-time advocate for improved fare information, who lodged a complaint with the ASA, stated: “The ASA ruling against Greater Anglia is significant because it illustrates a straightforward point: the company claimed to offer passengers the lowest prices even though it couldn’t demonstrate that was accurate on its own site. “Passengers shouldn’t be left guessing whether a ‘best price’ assertion is genuinely valid … something that the new Great British Railways needs to address promptly.” Greater Anglia opted not to comment. Following the ASA ruling, the phrasing on its website has been revised. The government has vowed to reform the perplexing fares system and establish its own national ticketing website as it initiates Great British Railways.
Published: 2025-12-24 05:00:00
source: www.theguardian.com
