The golden age of "no-frills" flying has hit a regulatory air pocket. In a landmark ruling that could reshape how budget airlines advertise across the globe, the UK's Advertising Standards Authority (ASA) has grounded EasyJet's claim that cabin bags cost "from £5.99" (approx. KES 1,050), declaring the marketing pitch "misleading" and unattainable for the vast majority of travellers.

For Kenyan travellers accustomed to the opaque pricing structures of international budget carriers connecting through hubs like London Gatwick or Amsterdam, the ruling vindicates a long-held suspicion: the advertised price is rarely the final price. [...](asc_slot://start-slot-1)The watchdog's investigation, triggered by consumer group Which?, found that on 520 analysed flights, not a single "large cabin bag" was available for the advertised rock-bottom price. Instead, passengers were hit with fees averaging £30 (KES 5,250)—a 400% markup that transforms a budget hop into a premium expense.

The Anatomy of a "Hidden" Fee

The ASA's verdict was scathing. The authority stated explicitly that there was "insufficient evidence" to demonstrate that the £5.99 fee was available on a "significant proportion" of routes. This practice, often termed "drip pricing," lures customers in with a low base fare before adding necessary costs like luggage and seat selection during the booking process.

"Consumers would interpret the 'from £5.99' claim to mean that a large cabin bag would be available at that price across a range of flight routes and dates," the ASA ruling read. "Because that was not the case, we concluded the claim was misleading."

• The "From" Trap: Marketing teams use the word "from" to legally justify the lowest possible theoretical price, even if only one seat on one flight at 3 AM on a Tuesday qualifies.
• The Reality Check: The Which? investigation revealed the cheapest available bag fee was actually £23.49 (KES 4,100), nearly four times the advertised starting price.
• Regulatory Ripple Effect: While this is a UK ruling, aviation analysts in Nairobi suggest it could pressure the Competition Authority of Kenya (CAK) to scrutinize local low-cost carriers' similar "dynamic pricing" models.

"We Always Aim for Clarity"

In its defence, EasyJet maintained that the £5.99 figure was a factual "starting point" for their dynamic pricing model, which fluctuates based on demand, route, and booking time. "We always aim to provide clear information to our customers on pricing," an EasyJet spokesperson stated, noting that they have already tweaked the webpage in question. However, the airline's argument—that the possibility of a £5.99 fee made the claim accurate—failed to convince the regulators.

For the Kenyan diaspora and business travellers navigating Europe's skies, the takeaway is stark: ignore the headline price. As the aviation sector recovers from post-pandemic volatility, the battle for profitability is being fought in the "ancillaries"—the bags, the meals, and the extra legroom. Until regulators worldwide adopt the ASA's strict stance, "buyer beware" remains the only valid travel insurance.