Advertisements which include flight prices must quote the all-inclusive price, i.e. the total payable by consumers when they buy their ticket (which includes Airport Passenger Duty and any other mandatory taxes). If some booking methods incur an additional charge (e.g. a fee for booking using a credit or debit card) then the advertisement may need amendment to include a disclaimer such as “booking fee may apply”.

Flight promotions by airlines or other advertisers, e.g. newspapers, may not be described as “free”. Airlines can claim “get a return flight – you just pay £29 in taxes and charges” and newspapers can claim “collect the tokens to get a return flight – you just pay the taxes and charges”. Where advertisers promote a reduced flight price, they must also clarify the price of compulsory charges, e.g. “get a return flight for just £1 – plus £29 tax”.

Where an advertisement states a destination or departure airport, it should be made clear if it is not the official primary airport.