Beginning later this month, the U.S. Transportation Department will require airlines to disclose the full fare price in their advertisements.

The full price will include all non-optional fees and taxes, such as fuel charges and the Sept. 11 Security Fee. What won't be included in the price are optional fees such as those for baggage, food and entertainment, according to The Los Angeles Times.

Quite predictably, the airlines have fought this requirement tooth and nail. Barring a court injunction, the regulation goes into effect January 26.

Of course, it goes without saying that this should not have required a regulation to make it happen. It should have happened as a normal course of business. After all, the way to build trust with people is by being honest.