... to be advertised!
For a given journey (in the VT journey planner), super-off-peak single £11, advance single £19.
If a less restrictive ticket is available for less, advance tickets shouldn't be shown at all!
Well, there are two separate issues.
The first is a pricing issue. The fares should not exist. Virgin have gone part way to addressing this problem by introducing an Off Peak Single that is half the price of an Off Peak Return, available in lieu of a more expensive AP single. If all operators ensured that there was a walk-on ticket at half the price of the applicable return, for all flows, then it would ensure customers never ended up having to pay more for an Advance ticket than they should.
The other is a presentation issue. The higher priced AP fares should either not be shown, or should not be the default/first option. It should be easy to click on the cheapest available ticket. Some websites are better than others in this area.
If you combine good practice in the two areas, then there is highly unlikely to be a problem.
But combine the bad practice (such as the example I will post in my attachment) and it is a big problem for people who are not familiar with the intricacies of ticketing. In my example, the AP fares appear cheaper (from £7! - yeah right, as if!) and are the first option (many customers who book longer distance journeys may never consider clicking anywhere else!) and yet the Anytime Single is £29 and this is available on board the train at no additional cost. (so no need to worry about booking fees, postage, credit card surcharges, cancellation fees, etc)