Train companies are facing scrutiny over advertising claims regarding ticket prices after the Advertising Standards Authority (ASA) banned advertisements from three sellers: ScotRail, Greater Anglia, and My Train Ticket. The ASA ruled that claims made by these companies were misleading, as they could not demonstrate that their websites consistently offered the lowest available fares.
Price Claims Under Investigation
ScotRail’s website previously stated customers could “get cheapest tickets,” “book direct for the best price,” and find prices that were “unbeatable.” Greater Anglia’s website claimed customers could “book direct for lowest prices.” The ASA determined that these “best price” claims required evidence proving the retailers would consistently undercut competitors, which was not provided.
The ASA also found that, in some cases, Greater Anglia’s prices could be surpassed by utilizing “split ticketing”—purchasing separate tickets for different segments of the same journey. This ruling follows a similar decision in August against Trainline, which also made unsubstantiated claims about offering the lowest prices.
Company Responses
ScotRail’s commercial director, Claire Dickie, stated the company regrets that its website messaging did not fully align with the ASA’s requirements and will review its processes to ensure future compliance. My Train Ticket welcomed the ruling and affirmed its commitment to providing accurate information. Greater Anglia declined to comment, but has since altered the wording on its website.
George Eckton, a rail commuter and fare information campaigner who filed a complaint with the ASA, emphasized the significance of the ruling against Greater Anglia, stating the company promised the lowest prices without being able to prove it. He believes the forthcoming Great British Railways should prioritize addressing this issue.
What Happens Next?
The government has committed to overhauling the current rail fare system and establishing a national ticketing website through the creation of Great British Railways. It is possible that this new system could lead to greater price transparency and simplify the process for passengers to find the best available fares. However, the success of this initiative will depend on its implementation and whether it effectively addresses the issues identified by the ASA. Further rulings from the ASA could occur if other train companies continue to make unsubstantiated price claims.
Frequently Asked Questions
What prompted the ASA’s investigation?
The ASA launched an investigation after receiving complaints about misleading price claims made on the websites of ScotRail, Greater Anglia, and My Train Ticket.
What did the ASA find in its investigation?
The ASA found that none of the three companies could provide evidence to support claims that their websites consistently offered the lowest available train fares.
What is “split ticketing”?
Split ticketing is a method of purchasing separate tickets for different segments of a journey, which can sometimes result in a lower overall fare than purchasing a single ticket for the entire trip. The ASA found that Greater Anglia’s prices could, in some instances, be bettered by this method.
Given these recent findings, how confident are you in the accuracy of pricing information when booking train tickets?
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