Air Canada adopts all-in pricing in ads

Air Canada announced Wednesday it will begin advertising all-inclusive flight costs, weeks after a U.S. law went into effect requiring full price disclosure. In a release from its Montreal headquarters, Canada's largest airline said the new policy and a worldwide seat sale were to celebrate the carrier's 75th anniversary. "Our all-in price advertising initiative is a response to our customers' increased desire for transparency and simplicity when shopping for air fares, whether they do so through print advertising, online searches or by signing up for our … e-mail specials," said Craig Landry, vice president of marketing. Travelers have long complained that advertised special flights as low as $1 often could end up costing hundreds of dollars when additional charges such as airport taxes, luggage fees and fuel surcharges were applied. Air Canada said the policy would be applied in all forms of its advertising and would provide a breakdown of all costs. On Jan. 26, the U.S. Department of Transportation imposed a rule forcing all airlines to advertise full pricing. Three Republican House members have filed a challenge bill calling for the rule to require a specific itemization of local, state and federal taxes and surcharges.