ASA Adjudication on Dart Group plc

Ad

A TV ad, for flights with Jet2, showed a bored-looking man and woman in a changing room. The ad stated " ... fly to fun cities like Amsterdam, Belfast and Prague from Blackpool or Manchester ..."

Issue

A viewer complained that the ad was misleading, because he understood that passengers could not fly from Blackpool to Prague or Amsterdam, or fly from Manchester to Belfast.

BCAP TV Code

Response

Jet2 said the script clearly stated that the city destinations featured were available from Blackpool or Manchester, not Blackpool and Manchester.  They explained that all the destinations featured in the ad were flown to from either of those two airports.  

The Broadcast Advertising Clearance Centre (BACC) said they had accepted the confirmation that Jet2 flew to the main airport of all the destinations featured in the ad.  They said they understood that to mean that Jet2 flew to all of those destinations from both departure airports mentioned in the ad.  They explained that, had they known that the two departure airports did not fly to all destinations, they would have advised that the wording should be amended to make clear exactly which destinations each departure airport flew to.

Assessment

Upheld

We considered that the ad implied that Jet2 flew to all the destinations featured in the ad from both Blackpool and Manchester airports.  Because that was not true, we concluded that the ad was misleading.

The ad breached CAP (Broadcast) TV Advertising Standards Code rule 5.1 (Misleading advertising).

Action

The ad should not be repeated.

Adjudication of the ASA Council (Broadcast)