Caveat emptor - Let the Buyer Beware

Ryanair has again been reprimanded for misleading customers with low fare offers, a watchdog has found. Two newspaper adverts for the airline offered £10 one-way fares, with the small print explaining that the offer was subject to restrictions. The Advertising Standards Authority, following a complaint by EasyJet, said that the "ads were likely to mislead".
The complaint concerned £10 one-way fares to Gothenburg and Dusseldorf. The small print said that the offer was subject to availability and excluded fees and charges.  EasyJet challenged the availability of the fares and queried if they included taxes, charges and check-in fees or were misleading because the ad did not state the relevant travel dates. Ryanair told the ASA that more than 10,000 seats were available to Gothenburg and more than 22,000 seats were on offer to Dusseldorf.
The airline said there was no requirement to include in adverts the specific travel dates for offers, but said the campaign was for flights between 1 January and 28 February this year. But the ASA said in its report that readers were likely to believe the £10 deal was a fixed price, rather than for specific dates.
Caveat emptor - Let the Buyer beware comes to mind here. All the so called low cost airlines always add on charges somewhere along the line, the final price is always nearly twice the ‘Headline Price’. In my opinion they get away with murder on advertising. They may ‘charge’ X for the flight in the Ad but taxes, booking fees, bags etc soon double the flight charge. This should be stated up front.