Train Firms Warned Over Best Price Claims After Watchdog Bans Ads
The Advertising Standards Authority (ASA) has ruled that claims made by ScotRail, Greater Anglia, and My Train Ticket asserting they offer the cheapest fares on their websites were misleading due to lack of supporting evidence. According to industry rules, train operators are prohibited from creating or selling their own fares, and any 'best price' claims must be backed by evidence showing that these prices would always beat competitors, not just match them.
The ASA noted that Greater Anglia's prices could be undercut by split-ticketing or buying separate journey segments. This ruling follows a similar decision in August against Trainline for misleading 'not cheaper elsewhere' messaging.
In response to the ruling, ScotRail's commercial director stated they will review processes to ensure compliance and continue providing value for money. My Train Ticket welcomed the ruling and noted it is updating its site to provide accurate information. Greater Anglia changed the wording on its site after the ruling.
Meanwhile, the government plans to overhaul fares and create a national ticketing website under Great British Railways. A rail commuter commented that the ruling matters for public confidence and emphasized that Great British Railways needs to address these issues.
