The Advertising Standards Authority (ASA) has taken action against several train companies, including Greater Anglia, Trainline, and ScotRail, for misleading price claims regarding ticket purchases. These companies have failed to substantiate those claims, ASA found. Instead, they claimed that consumers would discover the lowest possible fares by reserving directly through their websites, but the proof was thin. This decision comes after months of complaints and decisions to bring transparency to the rail fare opaque system.
George Eckton, a rail commuter based in Glasgow and a longtime advocate for improved fare information, lodged a complaint with the ASA against Greater Anglia. He focused on how the company’s statement, “book direct for best rates,” was deceptive. The ASA’s investigation found that Greater Anglia failed to demonstrate sufficient evidence to support its assertions. In response, the authority ruled in a formal decision against the company.
In August, the ASA found against Trainline for the same reasons. They focused on the importance of creating accountability for ticketing platforms’ deceptive advertising. On top of that, ScotRail was under a microscope—the ASA found that its claims were in breach of advertising standards.
“The ASA ruling against Greater Anglia really matters because it shows something quite simple: the company was promising passengers the lowest prices even though it couldn’t prove that was true on its own website.” – George Eckton
ScotRail’s commercial director, Claire Dickie, said in reaction to the ruling that it was sorry about the confusion – false information – spread on their website. She reiterated that the company is dedicated to making sure that it’s clear and correct in communications with customers.
“Our aim is always to provide clear, accurate information to customers, and we regret that the website messages did not fully reflect the ASA’s requirements,” said Claire Dickie. “ScotRail remains committed to offering great value for money and helping customers find the best fare for their journey.”
Here’s what the ASA has done of late. This change is a bigger step by government to address the train fare conundrum. In response to a strong campaign, the government committed to rewinding these changes and reforming the fare structure. They are more remarkably currently trialling a national ticketing website as part of the Great British Railways development.
Eckton emphasized the need for accurate information in the rail industry, stating, “Passengers shouldn’t have to second-guess whether a ‘best price’ claim is actually true … something the new Great British Railways needs to quickly address.”