Watchdog bans misleading Easyjet ads

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class="articleAuthor">Hadassah Nymark</div> <em>December 16, 2009</em> </div> <div class="timeWidget byline author"> <div class="countTimeTitle">How long?</div> <span>1 minute</span> </div> <h1>Watchdog bans misleading Easyjet ads</h1> </header> <p class="summary">LONDON - An online sales promotion and radio ad for Easyjet flights have been banned by the Advertising Standards Authority after complainants questioned the information in the ads. </p> </div> <div class="clearfix"></div> <div class="socialShare display-b"> <div class="SocialMediaPaywall"> <aside class="sharingTools genericModule footerSharingTools"> <div class="sharingToolWrap"> <li class="socialShare__item socialShare__item--twitter"> <a 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href="https://www.linkedin.com/sharing/share-offsite/?url=https%3a%2f%2fwww.campaignlive.co.uk%2farticle%2fwatchdog-bans-misleading-easyjet-ads%2f974067" target="_blank" class="socialShare__link socialShare__link--linkedin">Share article on LinkedIn</a> </li> </div> </aside> </div> </div> <div id="articleWrap"> <div id="articleBody"> <div id="hero"> <div class="flexslider"> <ul class="slides" data-title="ASA-banned-Easyjet-ad"> <li> <img src="https://cached.imagescaler.hbpl.co.uk/resize/scaleHeight/560/cached.offlinehbpl.hbpl.co.uk/galleries/OMC/598_61772_Easy-jet-800.jpg" alt="Easy-jet-800.jpg" /> <p class="flex-caption">Easy-jet-800.jpg</p> </li> </ul> <p class="pagination"> <span class="current-slide"></span> of <span class="total-slides"></span> </p> </div> </div> <div class="ArticleBodyPaywall"> <p>One complainant felt the online ad was misleading as the travel dates for the promotion were not included in the ad. <br><br>Another complainant was confused over a claim of a 20 per cent reduction off all seats during the promotional period as he understood the offer should have referred to "up to" 20 per cent off.<br><br>The ASA also challenged the ads for not making clear that price could increase during the promotional period.<br><br>Easyjet said the online ad had numerous indications that the promotion would last for a restricted time period. <br><br>It believed consumers would understand that references to summer in the artwork and copy meant the sale applied to travel during the summer period.<br><br>The online promotion took customers directly through to a landing page that contained information about the promotion and its travel dates. <br><br>Easyjet said, in reference to a previous ASA adjudication, it understood it to be acceptable for advertisers to provide significant conditions to an offer no more than one click-through away from online banner ads.<br><br>Easyjet confirmed the offer was for up to 20 per cent off rather than the 20 per cent off stated in the ad, it explained the phrase up to had been omitted in error and had not been broadcast for more than three days before it was corrected.<br><br>The ASA noted Easyjet’s argument the offer travel period was clear from the creative treatment of the promotion, however it considered consumers would understand "summer" to indicate any time including during the August summer holidays.<br><br>It concluded that the online ad was misleading and the travel dates should have been included where the online promotion was introduced to the consumer on the advertiser’s homepage. <br><br>The previous adjudication to which Easyjet had referred related to a banner ad in paid-for-space on a third-party website, it said.<br><br>Although the radio ad had been replaced with the correct information, consumers who heard the incorrect ad could have been misinformed about the offer and for that reason the regulator deemed it misleading.<br><br>The ASA ruled that the ads must not appear again in their 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rel="nofollow"> <div class="jobsWrapper"> <span class="h3">Account Manager</span> <span class="jobSalary">To 拢40k plus great benefits</span> <span class="jobLocation small">Agencyland Limited, London (Greater)</span> </div> </a> </li> <li> <a href="https://www.campaignlive.co.uk/jobs/job/15686652/account-director-/?TrackID=14&utm_source=widget&utm_medium=referral&utm_campaign=14" title="Account Director" rel="nofollow"> <div class="jobsWrapper"> <span class="h3">Account Director</span> <span class="jobSalary">To 拢55k plus great benefits</span> <span class="jobLocation small">Agencyland Limited, London (Greater)</span> </div> </a> </li> <li> <a href="https://www.campaignlive.co.uk/jobs/job/15686644/senior-account-manager-life-sciences-/?TrackID=14&utm_source=widget&utm_medium=referral&utm_campaign=14" title="Senior Account Manager (Life Sciences)" rel="nofollow"> <div class="jobsWrapper"> <span class="h3">Senior Account Manager (Life Sciences)</span> <span class="jobSalary">Up to 拢55k dependent on experience</span> <span class="jobLocation small">air-recruitment, Fully remote</span> </div> </a> </li> </ul> </div> <footer> <p><a href="https://www.campaignlive.co.uk/jobs/all/creative/" title="Campaign Jobs"> Browse Agency Jobs </a></p> </footer> </section> <section class="articleModule newsListingWithImages altLayout NewsListingAlternate genericModule"> <header> <h3>Partner content</h3> </header> <div class="moduleContent"> <div class="storyContent clearfix"> <div class="highlight"> <div class="contentWrapper contentDetails"> <h3> <a href="/article/4-questions-something-physical/1896472" data-url="https://www.campaignlive.co.uk/article/4-questions-something-physical/1896472" data-id="1896472" title="4 questions about something physical">4 questions about something physical</a> </h3> <div class="author byline"> <div class="articlePromoted"><h4>Promoted</h4></div> <div class="articleDate">Added 45 hours ago</div> </div> </div> </div> </div> <div class="storyContent clearfix"> <div class="highlight"> <div class="mediaWrapper"> <figure class="media"> <a href="/article/3-publisher-initiatives-making-life-easier-agencies/1897097" title="3 publisher initiatives making life easier for agencies "> <img src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/173/cached.offlinehbpl.hbpl.co.uk/news/OMC/AOParticleimage.jpg" alt="3 publisher initiatives making life easier for agencies" srcset="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/110/cached.offlinehbpl.hbpl.co.uk/news/OMC/AOParticleimage.jpg 110w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/174/cached.offlinehbpl.hbpl.co.uk/news/OMC/AOParticleimage.jpg 174w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/220/cached.offlinehbpl.hbpl.co.uk/news/OMC/AOParticleimage.jpg 220w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/257/cached.offlinehbpl.hbpl.co.uk/news/OMC/AOParticleimage.jpg 257w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/289/cached.offlinehbpl.hbpl.co.uk/news/OMC/AOParticleimage.jpg 289w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/358/cached.offlinehbpl.hbpl.co.uk/news/OMC/AOParticleimage.jpg 358w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/445/cached.offlinehbpl.hbpl.co.uk/news/OMC/AOParticleimage.jpg 445w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/890/cached.offlinehbpl.hbpl.co.uk/news/OMC/AOParticleimage.jpg 890w" sizes="(min-width: 1024px) 257px, (min-width: 768px) 445px, (min-width: 480px) 289px, (min-width: 320px) 174px, (min-width: 0px) 110px, 257px" /> </a> </figure> </div> <div class="contentWrapper contentDetails"> <h3> <a href="/article/3-publisher-initiatives-making-life-easier-agencies/1897097" data-url="https://www.campaignlive.co.uk/article/3-publisher-initiatives-making-life-easier-agencies/1897097" data-id="1897097" title="3 publisher initiatives making life easier for agencies">3 publisher initiatives making life easier for agencies</a> </h3> <div class="author byline"> <div class="articlePromoted"><h4>Promoted</h4></div> <div class="articleDate">November 21, 2024</div> </div> </div> </div> </div> <div class="storyContent clearfix"> <div class="highlight"> <div class="mediaWrapper"> <figure class="media"> <a href="/article/thinkboxes-winner-drives-away-happy/1895912" title="Thinkboxes winner drives away happy"> <img src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/173/cached.offlinehbpl.hbpl.co.uk/news/OMC/Screenshot2024-11-13at14.10.46.png" alt="Thinkboxes winner drives away happy" srcset="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/110/cached.offlinehbpl.hbpl.co.uk/news/OMC/Screenshot2024-11-13at14.10.46.png 110w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/174/cached.offlinehbpl.hbpl.co.uk/news/OMC/Screenshot2024-11-13at14.10.46.png 174w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/220/cached.offlinehbpl.hbpl.co.uk/news/OMC/Screenshot2024-11-13at14.10.46.png 220w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/257/cached.offlinehbpl.hbpl.co.uk/news/OMC/Screenshot2024-11-13at14.10.46.png 257w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/289/cached.offlinehbpl.hbpl.co.uk/news/OMC/Screenshot2024-11-13at14.10.46.png 289w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/358/cached.offlinehbpl.hbpl.co.uk/news/OMC/Screenshot2024-11-13at14.10.46.png 358w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/445/cached.offlinehbpl.hbpl.co.uk/news/OMC/Screenshot2024-11-13at14.10.46.png 445w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/890/cached.offlinehbpl.hbpl.co.uk/news/OMC/Screenshot2024-11-13at14.10.46.png 890w" sizes="(min-width: 1024px) 257px, (min-width: 768px) 445px, (min-width: 480px) 289px, (min-width: 320px) 174px, (min-width: 0px) 110px, 257px" /> </a> </figure> </div> <div class="contentWrapper contentDetails"> <h3> <a href="/article/thinkboxes-winner-drives-away-happy/1895912" data-url="https://www.campaignlive.co.uk/article/thinkboxes-winner-drives-away-happy/1895912" data-id="1895912" title="Thinkboxes winner drives away happy">Thinkboxes winner drives away happy</a> </h3> <div class="author byline"> <div class="articlePromoted"><h4>Promoted</h4></div> <div class="articleDate">November 21, 2024</div> </div> </div> </div> </div> <div class="storyContent clearfix"> <div class="highlight"> <div class="mediaWrapper"> <figure class="media"> <a href="/article/marketing-sustainability-ai-creative-messaging-help-win-consumers/1896679" title="Marketing sustainability: how AI and creative messaging can help win consumers"> <img src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/173/cached.offlinehbpl.hbpl.co.uk/news/OMC/Google_12.jpg" alt="Marketing sustainability: how AI and creative messaging can help win consumers" srcset="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/110/cached.offlinehbpl.hbpl.co.uk/news/OMC/Google_12.jpg 110w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/174/cached.offlinehbpl.hbpl.co.uk/news/OMC/Google_12.jpg 174w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/220/cached.offlinehbpl.hbpl.co.uk/news/OMC/Google_12.jpg 220w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/257/cached.offlinehbpl.hbpl.co.uk/news/OMC/Google_12.jpg 257w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/289/cached.offlinehbpl.hbpl.co.uk/news/OMC/Google_12.jpg 289w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/358/cached.offlinehbpl.hbpl.co.uk/news/OMC/Google_12.jpg 358w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/445/cached.offlinehbpl.hbpl.co.uk/news/OMC/Google_12.jpg 445w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/890/cached.offlinehbpl.hbpl.co.uk/news/OMC/Google_12.jpg 890w" sizes="(min-width: 1024px) 257px, (min-width: 768px) 445px, (min-width: 480px) 289px, (min-width: 320px) 174px, (min-width: 0px) 110px, 257px" /> </a> </figure> </div> <div class="contentWrapper contentDetails"> <h3> <a href="/article/marketing-sustainability-ai-creative-messaging-help-win-consumers/1896679" data-url="https://www.campaignlive.co.uk/article/marketing-sustainability-ai-creative-messaging-help-win-consumers/1896679" data-id="1896679" title="Marketing sustainability: how AI and creative messaging can help win consumers">Marketing sustainability: how AI and creative messaging can help win consumers</a> </h3> <div class="author byline"> <div class="articlePromoted"><h4>Promoted</h4></div> <div class="articleDate">November 20, 2024</div> </div> </div> </div> </div> </div> </section> <div id="r2302Ad" class="commercialSlot" data-location-code="R2" data-sizes="300x250|300x600|600x300"></div> </div> </div> </div> <div class="groups"> </div> <div id="gridBottom" class="grid1 gridFull"> <div class="zone">  <div 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Watchdog bans misleading Easyjet ads