ASTA Backs DOT Airfare Advertising Updates, Urges Price Transparency

Association supports targeted regulatory relief, opposes full repeal of the rule requiring travelers to see the total price of airfare.

The American Society of Travel Advisors (ASTA) has filed comments with the U.S. Department of Transportation (DOT) supporting practical updates to federal airfare advertising requirements while urging the Department to preserve essential protections that allow travelers to compare the full cost of air transportation. 

The comments respond to DOT’s Notice of Proposed Rulemaking, “Enhancing Flexibility of Air Fare Price Advertising,” which proposes revisions to the Full Fare Rule and seeks input on whether the rule should be repealed in whole or in part.

ASTA said it supports eliminating restrictions that govern how individual airfare components may be displayed, provided the total price remains at least as prominent as any taxes, fees or carrier-imposed charges shown separately. The Association said the proposed change would simplify compliance without diminishing consumers’ ability to identify the amount they will pay.

“Travelers deserve to know the full price of an airline ticket from the outset, but the federal government does not need to dictate every formatting decision used to present that information,” said Zane Kerby, ASTA President and CEO. “DOT’s targeted proposal offers a sensible balance by preserving meaningful price transparency while removing outdated requirements that create unnecessary compliance burdens.”

ASTA opposed complete repeal of the Full Fare Rule, which requires advertised airfares to include all mandatory amounts payable by the consumer. Eliminating that standard could make comparison shopping more difficult and create inconsistent pricing displays across airlines and distribution channels.

The Association also supported DOT’s proposal to rescind outdated airfare advertising guidance. Many of those documents address legacy advertising practices and technology platforms that no longer reflect how air travel is marketed and sold. ASTA encouraged DOT to ensure that any future guidance recognizes modern distribution through online booking platforms, global distribution systems, supplier websites and direct advisor-client interactions.

ASTA’s comments emphasized that the Full Fare Rule applies not only to airlines but also to travel agencies and other ticket agents. 97% percent of travel agencies qualify as small businesses, and many rely on reservation systems and technology platforms over which they have little control.

“Travel advisors generally do not construct airfares or determine how taxes and mandatory charges appear within supplier systems,” Kerby said. “They need clear, practical and technology-neutral rules that can be applied consistently across booking channels without creating compliance risk based on presentation choices beyond their control.”

ASTA represents travel agencies responsible for approximately 40% of all airline ticket sales. U.S. travel agency air ticket sales totaled $100.4 billion in 2025.

Read ASTA’s full comments to the Department of Transportation here.

Courtesy of Groups Today.