Complaints made to the British Advertising Standards Authority regarding the airline industry - Brief Article

Airline Industry Information, Jan 25, 2000

AIRLINE INDUSTRY INFORMATION-(C)1997-2000 M2 COMMUNICATIONS LTD

The month of January 1999 saw two adjudications relevant to the airline industry by the UK's Advertising Standards Authority.

The ASA received a complaint about a press advertisement for flights to Israel. Placed by El Al Israel Airlines, the ad claimed: 'New Year. New Prices' and specified 'Star Choice Advanced Purchased Fare Tel Aviv return from GBP187'. The complainants discovered flights for the New Year would cost GBP300 and challenged the validity of the claims. The advertisers explained that the advertisement appeared in the Jewish press the day before Jewish New Year and did not refer to the Christian New Year on 1 January. The ASA accepted that the claims would be seen as a reference to Jewish New Year, but was concerned that the advertised fare was not available from 17-31 December and asked El Al to ensure that limitations to the availability of flights were clearly stated in the future.

Sunset Travel offered flights to South Africa in a newspaper advertisement which quoted a price of GBP384 and stated 'Current departures'. Upon telephoning, the complainant was told that the price quoted only applied from November and he objected that the ad was misleading. The advertisers said that the price was correct for travel at the time the advert appeared and sent price schedules from the airline as proof. However the Authority noted that at the time of the advertisement it was only possible to book tickets at the price shown for travel in at least 40 days' time. The ASA agreed that the claim was misleading and asked the advertisers to remove it.

((Comments on this story may be sent to aii.feedback@m2.com))