CAP is reasserting its position on inclusive pricing after a recent Crown Court case, involving Essex County Council and Ryanair, about the quotation of fares on Ryanair’s website. The outcome of that case does not affect marketers’ responsibilities under the CAP Code.

The CAP Code states that prices quoted in marketing communications addressed to the public should include non-optional taxes and duties imposed on all buyers (see clause 15.2) and the CAP Help Note on Travel Marketing states that marketing communications that quote fares should include in prices all taxes and other charges paid at the point of purchase of the ticket, whether they are levied in the UK or abroad.

The Compliance team has written to marketers advising them to ensure that they quote inclusive flight prices and that if consumers have to bear the cost of taxes and charges, marketers should not state that flights are “free”. That applies to all marketing communications including reader offers and other sales promotions and competitions.

The Compliance team reminds all publishers that, before publishing, handling or distributing marketing communications for flights, they should ensure that prices quoted include all mandatory taxes and charges and that flights should not be offered as “free” if consumers have to pay for taxes and charges. Please consult the CAP Copy Advice team if you are unsure of the Code’s requirements. 

Action: 
Consult Copy Advice

CAP Help Note on Travel Marketing