UK Ruling Forces Train Sellers to Prove Prices or Drop Bold Claims

The UK Advertising Standards Authority has issued a warning to several train ticket sellers after ruling that pricing claims on their websites were misleading. The regulator found that some marketing language suggested travelers would always get the cheapest fares by booking through specific sellers, without sufficient evidence to support those claims.

ASA’s investigation

The ASA banned adverts and promotional messaging used by ScotRail, Greater Anglia, and third-party retailer My Train Ticket. In each case, the companies claimed or implied that customers would receive the lowest available train fares by booking directly through their platforms.

In ScotRail’s case, the ASA examined phrases such as “Get cheapest tickets,” “Book direct for our best price,” and “Unbeatable on price.” The authority determined that many consumers would interpret these statements as guarantees of the lowest available fares across the market.

Although ScotRail argued that it highlighted the lowest fares it sold and did not charge booking fees, the ASA noted that some third-party retailers also offer fee-free bookings.

What changes now

Following the rulings, the companies must remove or revise the challenged claims and ensure they do not reappear in the same form. The ASA emphasized that any future price claims must be supported by comparisons and transparent evidence.

The decisions reinforce a broader message to travel and transport providers that marketing language must accurately reflect real pricing dynamics and consumer choice, particularly in competitive digital marketplaces.

This enforcement comes shortly after a German court ruled against Booking’s rate parity clauses, making the company liable to compensate more than 1,000 hotels. Together, these cases highlight growing regulatory pressure on travel pricing practices across Europe.

Photo by Sam on Unsplash