It seems what is needed is an enforced Industry/Market standard that defines the charges, items and services that should be included in the headline fare. While that fare will not be available all the time to all pax at least then it clears up the issue of pax being 'mislead' or simply being to lazy to check what they are actually buying.
It would seem reasonable that a fair standard would be the air fare with taxes and charges, credit card fees per pax and a mention of any charges on hold baggage.