Trainline Faces Scrutiny Over Misleading Advert Claims

The Advertising Standards Authority (ASA) has ruled that advertisements from Trainline, an online train ticket retailer, were misleading in their claims about pricing. The ASA examined a television advert featuring a robot stating, “You won’t find cheaper same-day tickets anywhere else,” and a radio advertisement featuring a man on an archaeological dig making a similar assertion. Both were found to breach broadcasting regulations.

Trainline defended its claims by referring to its Best Price Guarantee (BPG), which promises to refund customers the difference if they find a lower price elsewhere after purchasing a ticket through its app on the day of travel. The company argued that these ads clearly communicated a “price promise” rather than a guarantee of the lowest prices. Despite this, the ASA concluded that consumers would interpret the ads as implying Trainline provided the lowest prices available, thus discouraging them from seeking cheaper options elsewhere.

Response from Trainline and Critics

The ASA also highlighted that the “fantastical scenarios depicted in the ads” suggested that even characters who went to great lengths could not find cheaper tickets than those offered by Trainline. While the company asserted that it offers superior value on routes using its SplitSave technology, which divides journeys into multiple sections to reduce overall fares, it could not provide supporting data or visual evidence for its claims, as this information is integrated into their platform.

Trainline’s advertisements, which aired in late 2024 and early 2025, have been discontinued. The company has indicated it will not re-broadcast these ads and plans to revise its advertising language to eliminate any ambiguity regarding its price promise.

George Eckton, a rail fares campaigner who filed the complaint, stated, “The ASA has made clear: when companies like Trainline say things like ‘won’t find cheaper’, people should be able to trust those words absolutely. When words don’t match the promise, passengers are going to be left confused and disappointed.”

A spokesperson for Trainline emphasized that their Best Price Guarantee remains valid for app users, stating, “If the same ticket is found cheaper elsewhere for same-day travel, we will simply refund the difference.”

Financial Performance and Market Position

Trainline generates its revenue primarily through commission on ticket sales. The company has experienced rapid growth, aiding customers in navigating a complex rail system with numerous operators often providing services on identical routes. For the fiscal year ending February 28, 2024, Trainline reported an operating profit of £86 million, marking a 56% increase from the previous year. This surge was largely attributed to the increasing popularity of digital tickets and a decline in rail strikes.

Ticket sales during this period reached £5.9 billion, a 12% increase from the prior year, driven by strong sales growth in the UK and expansion into European markets. Despite this growth, Trainline’s shares have dropped by over a third since the start of 2024. This decline is partly due to concerns regarding the Government’s proposed simplification of the train ticketing system, which may affect Trainline’s dominant market position.

The ASA’s ruling and Trainline’s response highlight the ongoing challenges in the competitive landscape of online ticket sales, as well as the importance of clear communication to consumers.