The days of travel product prices followed by an asterisk may be over as the Australian consumer watchdog announces new legislation on what is and isn’t allowed when advertising the price of travel.

From the 25th of May this year, price advertisers will have to “prominently” display the total sum of a product, and no longer be able to quote prices with “additional taxes and fees” without specifying how much they are.

A “prominent single price” has been described by the Australian Competition and Consumer Commission (ACCC) as one that “stands out so that it is easily seen by a consumer” as well as “clear, eye-catching and very noticeable”.

“The new law will not only mean consumers have accurate price information, but also that businesses have a more level playing field on which to compete when it comes to price representations,” said Graeme Samuel, ACCC Chairman.

“Under the current law a business that does the right thing by consumers and shows the total price they can expect to pay, may be disadvantaged if a competitor elects to feature only one part of the total price, along with a disclaimer or advice that other amounts (like statutory charges) will also be imposed. That will not be the case after 25 May.”

Component pricing will still be allowed for travel agents to break down the cost of a holiday into its different costs such as airfare, accommodation and transport, but agents will now have to also provide a total price which can be clearly seen by the customer.

Items which do not need to be displayed in the price are costs of optional extras, delivery charges, any sums which cannot be turned into a dollar amount, and any amounts which need to be paid to a third party that is not paid by the customer.

The ACCC also tightened laws on discount pricing, or two-price advertising, emphasising the ‘Now’ and ‘Was’ scenario discounts, where the ‘Was’ price must show the most recent sale price and a genuine comparison drawn.

“A ‘was’ or most recent price needs to be the price at which the travel advertised was readily accessible by consumers. It must be offered in a sufficient and reasonable number and for a reasonable time before being discounted–you need to be able to substantiate the offer,” says the ACCC.

Additionally it notes that discounts can only be made available for a limited time.