The UK's advertising regulator has issued a stark warning to train operators after banning misleading price claims made on several major ticketing websites.
Watchdog cracks down on misleading claims
The Advertising Standards Authority (ASA) has ruled that advertisements run by ScotRail, Greater Anglia, and the third-party seller My Train Ticket breached its code. The regulator found the companies could not substantiate promises that customers would secure the lowest available price by booking directly through their platforms.
This action follows a similar verdict against the popular app Trainline in August, which was also found to have made unsubstantiated claims about offering the cheapest fares.
The specific breaches
ScotRail's website had used phrases such as "get cheapest tickets," "book direct for the best price," and claimed to be "unbeatable on price." Greater Anglia's site urged customers to "book direct for lowest prices." Both operators argued their sites displayed the cheapest prices available on a given day and charged no booking fees.
However, the ASA stated that "best price" claims require evidence that a retailer will always beat, not just match, competitors' prices. The regulator highlighted a crucial industry rule: operators are not permitted to create or sell their own train fares, meaning they are all selling the same core products.
In a significant finding, the ASA noted that Greater Anglia's prices could sometimes be undercut by split ticketing—purchasing separate tickets for segments of a journey—further undermining its "lowest price" guarantee.
Industry response and passenger advocacy
Claire Dickie, ScotRail's commercial director, responded by saying the company aims to provide clear information and regretted that its website messages did not fully meet the ASA's requirements. She pledged a review of processes to ensure compliance, highlighting ScotRail's commitment to value through initiatives like peak fare removal.
My Train Ticket said it welcomed the ruling and regularly updates its site to ensure accurate information. Greater Anglia declined to comment but has since amended the wording on its website.
The complaints were partly driven by passenger advocates like George Eckton, a Glasgow-based rail commuter. He stated: "Passengers shouldn’t have to second‑guess whether a 'best price' claim is actually true", calling on the forthcoming Great British Railways body to address the issue swiftly.
This series of rulings casts a spotlight on the UK's complex rail fares system. The government has pledged an overhaul and plans to create a national ticketing website as part of the establishment of Great British Railways, aiming to end confusion and improve transparency for all passengers.
