Train firms warned over ‘best price’ claims after watchdog bans ads | Rail fares
Train companies have been warned about price claims made on ticketing sites after the advertising watchdog banned ads run by three retailers.
The Advertising Standards Authority ruled that claims made for bookings made through ScotRail and Greater Anglia’s website, as well as third-party ticketing site My Train Ticket, were misleading.
The ASA found that in all three cases the companies failed to provide evidence that people could get the lowest possible price by booking train tickets through them.
A ScotRail website told customers they could “get the cheapest tickets”, “book direct for the best price” and that it was “unbeatable on price”.
Greater Anglia’s website claimed “book direct at the lowest prices”.
While both firms argued their sites featured the cheapest prices available on the day and did not charge any booking fees, the ASA said “best price” claims must be backed by evidence showing retailers “will not only match but always beat competitors’ prices”.
The ASA said operators were not allowed to create or sell their own train fares under industry rules.
The ASA also found that in some cases Greater Anglia’s prices could be improved by split ticketing or purchasing separate tickets for parts of the journey.
The decisions followed a similar decision against Trainline in AugustThe ASA found he had breached the law by promising customers they could not find cheaper prices elsewhere.
Claire Dickie, commercial director at ScotRail, said: “Our aim is always to provide clear and accurate information to customers and we regret that the website messages do not fully reflect the requirements of the ASA. “We will review our processes further to ensure we maintain the highest standards of compliance.
“ScotRail is committed to offering great value for money and helping customers find the best fare for their journey, including the removal of peak fares, a wide range of discounts and simple, easy-to-use booking systems.”
My Train Ticket said it welcomed the ASA decision, adding that it regularly reviews and updates its website “to ensure it provides accurate, clear and impartial information to our customers”.
George Eckton, a Glasgow-based rail passenger and long-time campaigner for better fare information who complained to the ASA, said: “The ASA’s decision against Greater Anglia is really important because it shows something quite simple: the company was promising passengers the lowest prices on its website, even though it could not prove this was true.
“Passengers need not second-guess whether the ‘best price’ claim is actually true… It is an issue that the new UK Railways must address quickly.”
Greater Anglia declined to comment. Following the ASA decision, the statement on the website was changed.
The government has promised to overhaul the confusing fare system and create its own national ticketing website as it sets up Great British Railways.
