Latest ASA adjudications concerning the airline industry

Airline Industry Information, May 16, 2001

AIRLINE INDUSTRY INFORMATION-(C)1997-2001 M2 COMMUNICATIONS LTD

The UK's Advertising Standards Authority has this week ruled on the following complaint related to the airline industry.

easyJet, a UK-based low-cost carrier, objected to a national press advertisement placed by British Airways' low-cost subsidiary Go. The ad compared Go's fare for a return flight to see the Monaco Grand Prix with easyJet's fare and stated 'Nice from GBP65 rtn incl all taxes' and 'highest fare over 40% less than easyJet'. easyJet challenged whether the GBP65 fare was available over the weekend of the Monaco Grand Prix and further challenged the implication that Go's flights were cheaper than easyJet's.

In response, Go said that the GBP65 fare applied to travel on 23 May and return travel on 28 May. The ASA pointed out that the price comparison was based on travel to Nice on 25 May and return travel on 28 May, and concluded that the price comparison was misleading.

Regarding the implication that Go's flights were cheaper than easyJet's, Go stated that its highest return fare from Stansted to Nice between 25 May and 28 May was GBP280.00, while the highest return fare from Luton to Nice with easyJet between those dates was GBP487.90. However the ASA considered that readers were likely to infer from the claim that Go's fares to Nice were at least 40% cheaper than all of easyJet's fares to Nice, which was not the case.

The complaints were upheld.

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