easyJet ad banned over misleading emissions claims
02.07.08
easyJet has been reprimanded by the Advertising Standards Authority (ASA) for making misleading carbon dioxide (CO2) emissions claims in a national press ad. The advertising watchdog upheld a complaint that claims made in the ad confused easyJet’s emissions per passenger with its total CO2 plane emissions.
Created in-house, the press ad, which ran with the headline ‘Demand a more intelligent approach to aviation’, asked questions about whether air travel should be ‘cleaner’. The accompanying text stated ‘easyJet emits 22% less CO2’ [compared to a 'traditional' airline operating the same route]. This was based on emissions per passenger and not emissions produced by easyJet aircraft or emissions produced by the airline overall.
The ASA received one complaint. In its judgement, the advertising watchdog said: ‘We concluded the ad misleadingly implied that easyJet planes were more environmentally efficient than the aircraft used by traditional airlines.’ The budget airline was told to ensure the basis for comparisons were explained in any future ads.
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