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ASA Adjudication on Ltd Ltd

Low Fare Finder House
Leeds Bradford Airport
LS19 7TU


24 August 2011




Holidays and travel

Number of complaints:


Complaint Ref:




A TV ad, for an airline company, viewed on 16 and 19 May 2011. The ad featured two women in an airport pulling large suitcases along the concourse. The ad then showed one of the women struggling to lift the suitcase onto the conveyer belt. A voice-over, which accompanied the scene, stated “When you fly with we do everything we can to make sure you arrive happy. With a 22 kilogram bag allowance, you’ll be able to pack, well - all your bikinis! ... ”.


Five complainants challenged whether the claim “With a 22 kilogram bag allowance ...” misleadingly implied that baggage allowance was included within’s fares, because they believed that charges applied.



Jet2 explained that the ad promoted’s services and benefits. They noted the ad did not include a price message and believed the ad showed the service they provided and did not imply that baggage was free.

Clearcast believed the ad demonstrated the range of services offered by Jet2. They highlighted that the ad included other services such as allocated seating, great flight times and comfortable seats. They noted that no prices were stated in the ad and believed the ad was not misleading.



The ASA acknowledged that the ad referred to multiple services offered by Jet2. However, we considered that consumers were likely to interpret the claim “With a 22 kilogram bag allowance ...” to mean that baggage allowance was included within’s fares. Since we understood that baggage allowance was not included within’s fares, and the ad did not make that clear, we concluded that the ad was misleading.

The ad breached BCAP Code (Edition 1) rules 3.1, 3.2 and 3.3 (Misleading advertising)


The ad must not appear again in its current form. We told to make clear that charges applied to their baggage allowance in future.

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