Train Firms Warned Over "Best Price" Claims After Watchdog Bans Ads
The Advertising Standards Authority (ASA) has ruled that ads from ScotRail, Greater Anglia, and My Train Ticket were misleading because they claimed to offer the cheapest or lowest prices without evidence that those prices would always beat competitors.
Under industry rules, train operators are not permitted to create or sell their own fares, and Greater Anglia's pricing could be undercut by split-ticketing or purchasing separate journey segments, which undermines their best price claims.
This ruling follows a similar August decision against Trainline for promising customers they would not find cheaper prices elsewhere.
In response, ScotRail apologized, stating it would review its processes and is committed to value for money, helping customers find the best fare—including removal of peak fares and offering various discounts.
Greater Anglia declined to comment but changed the wording on its website following the ruling.
My Train Ticket welcomed the ASA's decision and said it regularly updates its site to provide accurate, impartial information.
The government plans to overhaul the fares system and create a national ticketing website under Great British Railways.
Rail commuter George Eckton commented that the ruling is important as it shows companies cannot prove they offer the lowest prices, highlighting the need to improve fare information for customers.
