The Hungarian Competition Authority (GVH) has launched an investigation into Ryanair, alleging that the Ireland-based budget airline engages in unfair commercial practices during its online ticket booking process, the agency announced Tuesday via state news agency MTI.

Ryanair accused of misleading passengers

According to the GVH, Ryanair DAC may provide misleading information on its Hungarian-language website during the online purchase process. The authority suspects that when customers book round-trip flights or multiple passengers at once, Ryanair does not clearly inform them that fare package options and the costs of certain optional services must be paid separately for both the outbound and return journeys, and individually for each passenger.

In particular, Ryanair is suspected of unfair commercial practices in the way it presents the prices for its “Regular,” “Plus,” and “FlexiPlus” fare packages, as well as optional services such as “Priority Boarding and 2 Cabin Bags,” “10kg Checked Bag,” “20kg Checked Bag,” and “Security Fast Track.” These practices may push consumers toward choices they would not otherwise make.

Psychological pressure and manipulative tactics

The GVH also observed what it believes to be psychological pressure tactics and consumer manipulation during the booking process. Utilising attention-grabbing colours, visuals, and labels, Ryanair creates the impression that the “Regular” fare option offers better value and more benefits compared to the “Basic” package.

However, the GVH noted that the final price could be lower if customers manually select the same extra services—included in the “Regular” fare—when booking under the “Basic” option. Additionally, Ryanair allegedly uses manipulative techniques like pop-up windows and urgent messages to promote the “Security Fast Track” service, which may significantly restrict consumer choice and constitutes another suspected case of unfair commercial conduct.

Months-long review ahead

The GVH emphasised that initiating an investigation does not mean a violation has been proven. The goal is to clarify the facts and determine whether any laws have been broken. The process typically lasts up to three months but may be extended twice, each time by a maximum of two months if necessary.

The agency also noted that it has been closely monitoring Hungary’s aviation market in recent years. In October 2022, it conducted a fast-track review to assess whether airlines operating in Hungary—including budget carriers—and popular fare comparison sites use psychological pressure or “dark patterns” in their ticket sales and advertising practices.

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