The UK could (but won't) take a stand here without hurting BA, VS, BD et al.

My problem is one of sales description, pure and simple. When I buy a revenue ticket I want to know how much the end price will be - I do not want to plug lots of dates into a hundred different websites to find out the end price. I do not want an advert to tell me I can fly for £X when I can't.

Every other consumer business in the UK can manage to price things in a transparent manner from the outset (i.e. giving the end price as the headline price, then providing a breakdown if need be). If the UK forced all airlines selling tickets in the UK (including the US carriers and everyone else) to quote end prices from the outset, and to include anything that was not an actual governmental tax in the base fare, then I would be happy.

BA is pretty good when actually advertising fares, because it includes the taxes most of the time. Where it falls down is on the website and elsewhere. Other carriers, of all types, are no better. Some might conclude it was a deliberate attempt to reduce price transparency, hindering the ability to compare BA and other carriers' prices.