EasyJet business ad banned after Ryanair complaint

EasyJet's push into the business travel market has run into opposition from Ryanair, which successfully complained about its rival's "we charge you less" claim.

EasyJet: business travel ad banned by the ASA
EasyJet: business travel ad banned by the ASA

The airline ran a press ad headlined "The new shape of business travel," as part of a play to attract more custom for work-related trips.

Ryanair said the ad's "we charge you less" claim was misleading because its fares were cheaper than easyJet's on a number of routes.

In response, easyJet said Ryanair was not included in the comparison because Ryanair did not fly to the same main airports as easyJet or offer an equivalent product to the business traveller.

The Advertising Standards Authority banned the ad, ruling it breached rules on misleading advertising, substantiation and comparison.

It reasoned the ad did not make clear the nature of the comparison being made in the "we charge you less" ad, and there was a likelihood that consumers would believe travel on all other airlines had been included in the price comparison.

An easyJet spokeswoman said: "EasyJet is happy to comply with the ASA's ruling on this technical point. We were surprised to hear that Ryanair had concerns over this advertisement, as it is the first time that they have ever expressed any interest in the business traveller."

Separately, two Ryanair press ads were banned by the ASA after two complaints.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published