ASA bans misleading Jet2 baggage ad

Jet2.com, the low-fare airline, has been rapped by the ASA, which has banned its TV ad for misleading consumers about services included in the price of an airline ticket.

The ad, created by Home, appeared on TV in May. It demonstrated the airline's services and used the strapline "Arrive happy".

It received five complaints that challenged a scene featuring two women struggling with their suitcases as they checked in while a voiceover says, "With a 22 kilogram bag allowance, you'll be able to pack, well, all your bikinis!"

The scene was deemed misleading by the complainants, as it implied the airline's baggage allowance was included in the ticket price.

Jet2.com said the ad promoted its services and benefits, and said it "did not imply" baggage was free.

The ASA said the ad did not make it clear that baggage allowance is not included in the ticket price, and banned it from appearing again.

The ASA has told Jet2.com to "make it clear" that charges are applied to baggage allowance in future advertising.

In July, low-cost airline bmibaby was been rapped by the ASA for misleadingly claiming to offer 40% off flights.

Topics