Train companies have been warned over price claims made on their ticketing websites after the advertising watchdog banned ads run by three sellers.
The Advertising Standards Authority ruled that claims made for fares booked via ScotRail and Greater Anglia’s website, as well as by a third-party ticketing site, My Train Ticket, were misleading.
In all three cases, the ASA said, it found the companies could not provide evidence to show that people would get the lowest available price by booking train tickets through them.
A ScotRail website had told customers that they could “get cheapest tickets”, “book direct for the best price” and that is was “unbeatable on price”.
Greater Anglia’s website contained the claim “book direct for lowest prices”.
While both firms argued that their sites highlighted the cheapest prices available on the day, and had no booking fees, the ASA said that “best price” claims needed to be backed up by evidence to show that retailers “would always beat, and not merely match, competitors’ prices”.
In fact, under industry rules, operators are not permitted to create or sell their own train fares, the ASA said.
The ASA further found that in some instances, Greater Anglia’s prices could be bettered by split ticketing, or buying separate tickets for segments of a journey.
The rulings followed a similar verdict in August against Trainline, which the ASA found had breached its code by promising customers they would not find cheaper prices elsewhere.
Claire Dickie, ScotRail’s commercial director, said: “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. We will further review our processes to make sure we maintain the highest standards of compliance.
“ScotRail remains committed to offering great value for money and helping customers find the best fare for their journey, including through the removal of peak fares, a wide range of discounts, and simple, easy-to-use booking systems.”
My Train Ticket said it welcomed the ASA ruling, adding that it regularly reviews and updates its website “to ensure it provides accurate, clear, and impartial information for our customers”.
George Eckton, a rail commuter based in Glasgow and longstanding campaigner for better fare information, who had complained to the ASA, said: “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.
“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.”
Greater Anglia declined to comment. After the ASA ruling, the wording on its website has been changed.
The government has pledged to overhaul the confusing fares system and create its own national ticketing website as it sets up Great British Railways.
