The European Union is in the process of finalizing some new regulations that will impact airline passengers. In a separate post, I covered how we’re going to see positive reforms to Europe’s (already) generous flight delay compensation scheme. That came as a surprise, since the belief was that the policies were going to become less generous.
That’s not all that’s changing, though. We knew that regulators in the European Union were considering introducing common dimensions for hand luggage, essentially banning airlines from charging fees for carry-on bags. There’s now an update there as well, as rules will change, but not quite as drastically as had been proposed in the past.
In this post:
European Union will force airlines to market fares with bags
In 2025, we saw members of the European Parliament push legislation to introduce common dimensions for hand luggage. The idea was that passengers should have the right to cary one personal item, such as a handbag, backpack, or laptop (maximum dimensions of 40x30x15 centimeters), plus one carry-on item weighing up to seven kilograms (maximum dimensions 100 centimeters), onboard flights.
In June 2025, the European Parliament’s transport committee even voted in favor of this proposal. However, that didn’t mean that this would actually become law, as negotiations still needed to take place with the European Commission and the Council of the EU.
As it turns out, though, quite a bit has changed over the past year, and European Parliament negotiators have just reached a deal involving carry-on bags, but it’s not what was initially proposed, as reported by POLITICO. With the new policy, the idea is that airlines will have to display ticket prices inclusive of a full size carry-on bag, along with a personal item.
However, they’re not actually banning charging for carry-on bags. Instead, during the booking process, passengers can still opt not to have a carry-on bag, in exchange for a discount. So this is all about how airlines market flights, and the idea is that a fare comparison between airlines will be more apples-to-apples.
This legislation is expected to be finalized soon, so the exact regulations around how flights can and can’t be marketed, and when the discount can be provided, remain to be seen. Suffice it to say that this will have absolutely massive implications for how Ryanair markets flights, since the airline is known for selling flights that cost very little, often less than a ride to the airport.
Is this consumer protection or government overreach?
I’ve gotta be honest… I didn’t support the concept of forcing airlines to include a carry-on bag with their fares, and I also don’t support forcing airlines to only market fares that include a carry-on (though I at least find this a little less offensive).
I’m not some uber-libertarian person who thinks governments shouldn’t get involved in anything, but I just don’t see an issue with airlines marketing fares without carry-ons and charging for them, as long as they’re transparent about it.
Like, why should the government dictate what should and shouldn’t be included with an airline ticket, in terms of how they market it? For example, have you tried booking a ticket on Ryanair’s website? I can promise you, they don’t hide the fact that their basic fares don’t include a carry-on bag. Like, they couldn’t be much more transparent about it.
I could understand this concept a couple of decades ago, when the idea of a fare without a full size carry-on was basically unheard of. But nowadays there are plenty of these fares, including from legacy carriers.
Now, some people may argue “well everyone needs a carry-on bag, so it’s ridiculous to market a fare without one in the first place.” I’d disagree with that. For example, many ultra low cost carriers charge less for checked bags than carry-on bags. Maybe someone wants to only bring a personal item, and then pay for a checked bag.
In 2026, people should know that regardless of the airline, simply comparing fares isn’t an apples-to-apples comparison.
Bottom line
The European Union is planning on implementing new rules, regarding how airlines can market tickets. When this concept was first proposed last year, the idea was that all fares would have to include a full size carry-on.
Ultimately they’ve backtracked a bit on this concept, and the new idea is that all fares have to be marketed with a carry-on bag included, and then airlines can subsequently offer discounts if you only want to travel with a personal item.
It remains to be seen exactly how implementation will work, but presumably this will hugely change the way that carriers like Ryanair market their flights.
I understand the concept behind this, but personally I find this to be unnecessary, and think it just creates confusion. It’s 2026, and passengers shouldn’t expect that all fares have the same inclusions. These new rules will make it harder for someone to comparison shop if they maybe like traveling with a personal item, and then paying for a checked bag, rather than paying for a carry-on bag.
What do you make of the European Union’s updated carry-on bag marketing rules?
It's difficult to feel sympathy for the yobs and slappers who fly Ryanair - they clearly don't love themselves enough.
So instead they'll display $50 EU Regulatory Fare in small text and then in big text say "$17 Super Saver!" Which is the opposite of how it's marketed now - the continue with basic fare is in small text and then the upsell options are, you know, huge and marketed and obvious in terms of what is included.
If this is about how flights are displayed in Google etc., the bag with the line through...
So instead they'll display $50 EU Regulatory Fare in small text and then in big text say "$17 Super Saver!" Which is the opposite of how it's marketed now - the continue with basic fare is in small text and then the upsell options are, you know, huge and marketed and obvious in terms of what is included.
If this is about how flights are displayed in Google etc., the bag with the line through it would seemingly indicate whether bags are included or not.
Not opposed to consumer protection, just not sure folks are confused at this point. What seems much more unfair to me is a 55 euro airport check-in fee if you don't check in 2 hours in advance of your flight.
I’m from the government, and I’m here to help!
Reagan (and Thatcher) lied to a gullible generation who gave away their pensions so that a few a the top could get rich at all our expense. It was never 'government' that was the problem; it was those who convinced the public that a collective safety net was a form of bondage, rather than the foundation of a stable middle class.
In other news, the EU proposes that McDonalds may only advertise the price of a Big Mac inclusive with fries and a drink. Of course if you don’t want a drink or fries you may receive a discount at checkout.
Provided McDonalds displays the price after the discount, what's the problem?
Good on EU for trying to help consumers. Wish we had better leaders in the US who cared more for their constituents than the airline lobby.