Ad description
A local radio ad, for an airline stated, "With Flybe you're better connected. With flights to great destinations direct from Guernsey why not explore a new city ... Flybe, your local airline."
Issue
A listener challenged whether the claim "your local airline" was misleading, because the airline was not based in Guernsey.
Response
Flybe believed that listeners in Guernsey would understand from the ad that flights were available with Flybe from their local airport, rather than a claim that they were based in Guernsey.
The Radio Advertising Clearance Centre (RACC) said the ad highlighted the benefits of flying with Flybe from Guernsey. They believed that listeners would understand the claim "your local airline" to refer to the local availability of Flybe flights from Guernsey's only airport, rather than a claim that Flybe was based or operated exclusively from Guernsey. They believed the claim was similar to a retailer claiming to be 'your local supermarket' where the retailer's headquarters were based in a different location, but they nonetheless provided products locally.
Assessment
Not upheld
The ASA understood that, although Flybe had a significant presence at regional airports across the UK, their headquarters were situated in Devon rather than on Guernsey. However, we considered it was clear that the ad was promoting flights and, in that context, listeners would understand that the claim "your local airline" was a reference to the availability of flights from the local airport, rather than a claim about the airline itself and where their headquarters were based. In addition, we considered that consumers were familiar with advertising claims such as 'at your local supermarket' when referring to the availability of offers and would understand that the claim referred to Flybe operating flights from the island rather than a claim that they were a Guernsey based company. We therefore concluded that the claim was unlikely to mislead listeners.
We investigated the ad under BCAP rules 3.1 3.1 Advertisements must not materially mislead or be likely to do so. (Misleading advertising) and 3.9 3.9 Broadcasters must hold documentary evidence to prove claims that the audience is likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation. (Substantiation), but did not find it in breach.
Action
No further action necessary.
