ASA Non-broadcast Adjudication: London City Airport

Complaint

London Biggin Hill Airport objected to a national press ad, for an airport, that stated "LONDON CITY AIRPORT The Only Airport IN London ...". The complainants, who believed Biggin Hill, Heathrow and Northolt airports were also in London, challenged the claim " The Only Airport IN London".

CAP Code

Adjudication

Complaint not upheld

London City Airport (LCA) said they intended to challenge consumers' perceptions of the location of "London" airports, because they believed LCA was the only airport within the real boundaries of London; they argued that airports situated in the Home Counties and beyond should not be advertised as "in" London. They believed the Royal Mail did not regard Heathrow Airport's postcode, TW6, to be within the London postal area, but pointed out that their E16 postcode was undeniably a London address. They stated that Hounslow, the London borough in which Heathrow Airport was located, was a greater London borough, in contrast to the centrally located City of London. They also pointed out that LCA was the only airport with an inner London telephone code.

The ASA noted LCA was one of seven airports that had been given a London classification by the International Air Transport Association. Nevertheless, we considered that readers would understand the claim " The Only Airport IN London" to mean that LCA differentiated itself from the other airports serving London by virtue of being the only airport located in central London. Because the other airports serving London were located on the outskirts of London, in the Home Counties and beyond, we considered that readers were unlikely to be misled by the claim.

We investigated the ad under CAP Code clauses 3.1 (Substantiation) and 7.1 (Truthfulness), but did not find it in breach.