The Hungarian Competition Authority (GVH) has launched competition supervision proceedings against Ryanair DAC, the Irish low-cost airline, amid suspicions of unfair commercial practices during the online flight ticket purchasing process. The GVH alleges that Ryanair may be misleading consumers and applying psychological pressure—known as “dark patterns”—to encourage buyers toward more expensive fare packages and optional services.
The GVH’s preliminary findings indicate that Ryanair’s Hungarian-language website provides information in a manner that is untimely and potentially deceptive. Specifically, the Authority suspects that Ryanair does not adequately inform customers purchasing round-trip tickets or booking for multiple passengers that fare options and fees for optional services must be paid separately for each leg of the journey and each passenger individually.
Moreover, the airline is suspected of engaging in unfair practices by prominently displaying prices for the “Regular,” “Plus,” and “FlexiPlus” fare packages alongside optional services such as “Priority Boarding and 2 hand bags,” “10 kg checked baggage,” “20 kg checked baggage,” and “Security Fast Track.” These displays may influence consumers to make purchase decisions they would not otherwise make if fully informed.
In addition to potential misinformation, the GVH observed that Ryanair employs psychological tactics during the purchase process. The company uses eye-catching colors, visual cues, and messaging to give the impression that the “Regular” fare option is more advantageous than the “Basic” fare. However, customers can sometimes achieve a lower final price by manually adding the same additional services included in the “Regular” package to the “Basic” fare option. Furthermore, manipulative features such as pop-ups and push notifications promoting the “Security Fast Track” service may unduly restrict consumer freedom of choice.
The GVH emphasizes that the initiation of proceedings does not imply any proven wrongdoing. The investigation aims to clarify the facts and verify the alleged violations. The initial timeframe for the investigation is three months, which may be extended twice by up to two months each, if justified. The statutory period excludes the time taken by Ryanair to provide requested information.
The GVH has been actively monitoring the domestic air transport sector in recent years. In October 2022, the authority conducted a broad review of airline websites operating in Hungary—including discount carriers—and popular price comparison platforms, focusing on the use of dark patterns in ticket sales and advertising. Rising consumer complaints and market irregularities led GVH President Csaba Balázs Rigó to issue warnings to several airlines in the summer of 2024.
