DOT Proposes New Flexibility for Airline Price Ads
Published Date: 7/1/2026
Proposed Rule
Summary
The Department of Transportation wants to make air fare ads more flexible by letting airlines show total prices, including taxes and fees, just as boldly as the parts that make up the fare. This change affects airlines and travelers by making price info clearer and easier to understand. Comments on this proposal are open until July 31, 2026, and it could shake up how airfares are advertised without costing extra money.
Analyzed Economic Effects
4 provisions identified: 2 benefits, 0 costs, 2 mixed.
Fare Components Can Be As Prominent
The Department proposes to allow airlines and ticket agents to display fare components (like taxes and fees) as prominently as the total price, so long as components are not displayed more prominently than the total. This change is part of the proposed amendment to 14 CFR 399.84(a) in the July 1, 2026 NPRM.
Department May Repeal Full Fare Rule
As an alternative, the Department is seeking comment on possibly repealing 14 CFR 399.84 (the Full Fare Rule) in whole or in part and asks for input on what provisions should be retained. The NPRM (published July 1, 2026) frames repeal as a way to address statutory overlap and regulatory divergence with the Internal Revenue Code and other rules.
Removes Prescriptive Font-Size Rule
The Department proposes to eliminate the Full Fare Rule's prescriptive requirement that fare components may not be presented in the same or larger font size than the total price (the current 14 CFR 399.84(a) restriction). This gives airlines and ticket agents flexibility on font sizes and other visual formatting.
Rescinds Prior Price Advertising Guidance
The Department proposes to rescind prior Office of Aviation Consumer Protection (OACP) price advertising guidance documents, including documents such as 'Use of the Term "Free" in Air Fare Advertisements' (May 17, 2012), 'Guidance on the Use of Rounding in Air Fare Advertisements' (Feb 28, 2012), and 'Advertising Air Fares on Social Media Sites' (Oct 3, 2011). The NPRM states these guidance documents are outdated or had functioned as de facto regulations.
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