Overview
- The ASA ruled the three advertisers misled customers by claiming bookings through their sites would deliver the lowest fares without evidence.
- ScotRail and Greater Anglia defended their messaging by pointing to no booking fees and day-of pricing, then revised website wording after the decision.
- My Train Ticket accepted it could not substantiate 'cheapest' claims, removed the statements and said it is preparing alternative wording.
- The regulator noted operators cannot set their own fares and found that options such as split-ticketing could undercut prices, including on Greater Anglia routes.
- The bans form part of a broader ASA review of 'lowest/cheapest' rail advertising and follow an August ruling against Trainline, with fare reform plans under Great British Railways providing wider context.