Europcar is deliberately deceiving the consumer by not adding 'admin fee' in their quotes

Car hire companies are daylight ******s just like cellphone companies. I needed to hire a car on my recent trip to Johannesburg. I googled for quotations from various car hire companies before deciding to go with Europcar. On the day of pick up I asked the lady who assisted me to take me through my costs, only to notice that I was liable to pay 'admin fee' as an extra costs. I have raised this with Europcar before and refused to pay this fee. I do not know how they are able to get away with this, as they are fully aware that Customer Protection Act (CPA) requires them to make full disclosures when they quote. This is to make it easier for the consumer to compare quotes. They are now hiding this cost in fine print and claim that I signed for it in the T&C's.

This is my gripe with them, they know and can calculate upfront how much the admin is going to cost. This is not a variable (i.e. depends on e.g. how long one travels), it is fixed and can therefore be easily added when they quote. I can only come to the conclusion that they hide this cost to make their quotations favourable or look cheaper. This practice amounts to deliberately deceiving the consumer and *******ly profiting from it. I did not even receive the final invoice until I had to request it. Cheats!!!!!