There has been criticism over the 'hidden' cost of surcharges

Plymouth-based Air Southwest's "fares fair" campaign aims to make it easier for passengers to see exactly what they are paying for when they buy a ticket.

It is being done in line with recommendations by the watchdog, the Air Transport Users Council (AUC).

The AUC wants customers to be able to make like-for-like comparisons when booking online.

There are no hidden extras and no surprises Malcolm Naylor, Air Southwest

Malcolm Naylor, the managing director of Air Southwest, says the company is leading the low fares industry in the UK by being the first to introduce the all-inclusive pricing policy.

He said: "Customers need to be confident that when they book a flight online the price they are quoted is what they actually pay.

"We've chosen to include all taxes and airport charges in every fare we quote, so there are no hidden extras and no surprises."

Last month the Jersey Consumer Council in the Channel Islands claimed that passengers were tempted with tickets shown at low prices, then shocked with the total which includes 'hidden' surcharges.

But this has been denied by low cost airline Flybe which claims all its advertising does include taxes and charges.