In a decisive move that’s sending ripples through the UK’s rail industry, the Advertising Standards Authority (ASA) has ruled that ScotRail’s high-profile claims of offering the "cheapest tickets" and being "unbeatable on price" were misleading. The watchdog’s decision, announced on December 24, 2025, follows complaints and an investigation into the veracity of these marketing slogans, which had been prominently featured on ScotRail’s website since August.
For months, visitors to ScotRail’s online journey planner encountered bold assurances: "get cheapest tickets," "book direct for our best price," and "unbeatable on price." These statements, according to the ASA, implied that customers would always find the lowest fares by booking directly through ScotRail—discouraging them from shopping around for better deals elsewhere.
But as it turns out, those promises didn’t hold up under scrutiny. The ASA, in its published ruling, made clear, “We considered that consumers would understand the claims ‘get cheapest tickets’ and ‘unbeatable on price’ to mean that by using ScotRail’s journey planner, they would be able to purchase tickets at the lowest available price for their chosen journey.” The watchdog added, “As such, they had to be backed up by suitable evidence to show that ScotRail would always beat, and not merely match, competitors’ prices.”
Yet, no such evidence was forthcoming. The ASA noted that ScotRail had failed to provide proof that its fares were consistently the lowest available, whether compared to third-party retailers or other train operators. The regulator concluded, “Because we had seen no evidence to demonstrate that consumers could obtain the lowest available price by booking directly with ScotRail, we concluded that the ad was misleading.”
The ruling didn’t come out of nowhere. It followed a formal complaint by George Eckerton, a long-time campaigner for cheaper rail travel in Scotland. Speaking to BBC Radio Scotland’s Lunchtime Live, Eckerton explained his motivation: “If you say you sell the cheapest possible fare, it actually needs to be cheaper than anywhere else, and that wasn’t the case. It’s an inherently complex system—I get that. But that doesn’t mean that we can’t make it clearer through marketing and sell people the best fare for their circumstances.”
Eckerton’s complaint specifically targeted an advert on ScotRail’s journey planner, which he felt misled passengers by implying there was no need to search elsewhere. He expressed hope that the ruling would “set a precedent for how we market rail travel in Scotland and across the UK” and called for greater honesty in rail marketing nationwide.
The controversy over ScotRail’s pricing claims is part of a broader ASA crackdown on misleading advertising in the rail sector. Alongside ScotRail, the ASA also censured Greater Anglia Ltd and My Train Ticket Ltd for similar "lowest" or "cheapest" price claims. In each case, the companies could not provide evidence guaranteeing that customers would always receive the best available fare by booking directly. My Train Ticket, for example, accepted it had no proof to support its “cheapest” claims and promptly removed them from its website, promising stronger internal checks going forward.
For ScotRail, the ASA’s decision has prompted immediate changes. The company confirmed it has already altered the wording on its website to comply with advertising standards. In a statement released after the ruling, 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 take great care to ensure all promotional material meets advertising standards and expectations and will further review our processes to make sure we maintain the highest standards of compliance.”
ScotRail defended its original claims by pointing to its policy of not charging booking fees, unlike some third-party retailers, and its use of a centrally-controlled fares database that sets regulated ticket prices. According to the company, this meant customers who booked directly would always pay the lowest price available from ScotRail itself. However, the ASA found this argument insufficient, noting that it did not guarantee lower prices compared to all other retailers for every journey, especially given the complexity of rail ticketing and the existence of exclusive discounts or deals elsewhere.
The ASA’s report highlighted the intricate nature of rail pricing. “We considered that rail ticketing was complex, and most consumers were unlikely to have knowledge of the rules which governed how ticket prices were set,” the authority stated. This complexity, the ASA argued, made it even more important that companies avoid over-simplified or absolute claims about pricing that might mislead the public.
In the wider context, these rulings come as the rail industry faces mounting pressure to improve transparency and value for money. Campaigners like Eckerton have spent years pushing for clearer, more honest communication about fares—a cause that resonates with many passengers frustrated by the labyrinthine world of train ticket pricing. The ASA’s actions suggest regulators are now taking these concerns seriously, signaling a tougher stance on marketing practices that could distort consumer choice.
Greater Anglia Ltd, for its part, responded to the ASA’s findings by changing its website messaging from “Book direct for lowest prices & no fees” to “Book direct to avoid any booking fees.” The company acknowledged the confusion caused by its earlier claim and said it had amended its advertising to ensure greater clarity. The ASA welcomed these changes but maintained that, in the absence of evidence guaranteeing the lowest prices, the original adverts were misleading.
As for ScotRail, the company remains eager to reassure customers of its ongoing commitment to value and service. “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,” Claire Dickie told the Daily Mail. She added, “We will continue working hard to make travelling by rail as straightforward and affordable as possible.”
Meanwhile, watchdogs and campaigners alike hope that these rulings will usher in a new era of transparency in rail advertising. As Eckerton put it, “Hopefully ScotRail and others can reflect on how we sell train tickets across the UK, because I think we should be honest with passengers.”
With misleading “cheapest ticket” claims now firmly in regulators’ sights, the message to rail companies is clear: when it comes to pricing promises, evidence—and honesty—are now non-negotiable.
