ASA backs Ryanair over Jet2 lowest fares ad
23.02.08
UK advertising watchdog the Advertising Standards Authority (ASA) has ruled in favour of Ryanair after it complained about Leeds Bradford Airport based rival airline Jet2's 'misleading' advertising. The ASA upheld complaints about two Jet2national press ads, which stated that Jet2 offers the 'North's lowest fares'. Ryanair challenged the claim, believing its fares from northern airports were lower.
Jet2 argued that it ran weekly price analyses to substantiate claims. It also said that Ryanair did not fly to 13 of the 24 destinations featured in the ad so the routes were not comparable and, by default, its flights were the cheapest. It added that Ryanair was cheaper on seven flights but that these flights left from East Midlands and Liverpool airports, which Jet2 does not consider to be 'in the North'.
The ASA ruled that Jet2's ads were misleading, as the airline could not substantiate that its fares from northern airports were always lower than other airlines flying from the other northern airports. The airline has been ordered not to repeat the claims.
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