Flybe e-mail advertisement investigated by advertising authority

Airline Industry Information, Sept 22, 2004

AIRLINE INDUSTRY INFORMATION-(C)1997-2004 M2 COMMUNICATIONS LTD

The UK's advertising authority received two complaints earlier this year after an e-mail advertisement was distributed by UK-based budget airline Flybe.

The e-mail was sent the day after the England team's defeat at the European football championships and it stated: "As a mark of respect to our lads, and some of the worst refereeing in years we have suspended services to Switzerland, his home country. We may think about bringing them back next year, but we won't be flying Referee Meier for a while! In fact, if you visit flybe.com now you can link through to Mr. Meier's own personal website and leave your feedback on his performance".

The complainants believed that the message was irresponsible and offensive, and would incite recipients to harass referee Urs Meier. This complaint was upheld by the Advertising Standards Authority, which agreed that the e-mail encouraged recipients to leave Meier negative feedback.

The complainants also questioned the claim that the airline had suspended its services to Switzerland. In response Flybe stated that, at the time the e-mail was sent, it had suspended its flights to Geneva. The route had since been reviewed and services would resume in December 2004. This second complaint was therefore not upheld.

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