Train Firms Warned Over Best Price Claims After Watchdog Bans Ads
The Advertising Standards Authority (ASA) has banned advertisements making best price claims on the websites of ScotRail, Greater Anglia, and My Train Ticket. The claims were ruled misleading as there was no evidence these bookings would always be the cheapest option available. According to ASA guidelines, best price claims must demonstrate that the retailer consistently beats competitors' prices, rather than merely matching them.
Industry regulations prohibit train operators from creating or selling their own fares. For example, prices offered by Greater Anglia could be undercut by split-ticketing or purchasing separate segments of a journey. This follows a similar crackdown in August against Trainline for breaching price promise rules.
In response, ScotRail apologized and stated it would review its processes. It highlighted the value it offers, including the removal of peak fares, discounts, and simple booking procedures. My Train Ticket welcomed the ruling, noting it regularly updates its site to ensure pricing accuracy.
Separately, the government announced plans to overhaul train fares and develop a national ticketing website as part of establishing Great British Railways.
