The Advertising Standards Authority has told easyJet not to repeat a series of adverts following its latest adjudication.
The ASA investigated a complaint from Ryanair about four easyJet Internet banner adverts and one press ad promoting its “lowest price guarantee”. Ryanair complained that the adverts were misleading because of the terms and conditions and the implication that easyJet flights were cheaper than other airlines.
The press advert showed an egg timer with the text “Our best summer fares are disappearing fast. Prices from £19.99 single inc taxes”. The text beneath the egg timer said: “Book by Friday and if you find it cheaper elsewhere we’ll refund double the difference”.
The ruling of the ASA stated: “We considered that while the design and layout of the ads gave the impression the double-the-difference refund was easy to obtain, the very restricting terms and conditions suggested it was not.
“We also noted easyJet had not sent evidence to show customers had been able to take up the offer. We therefore concluded the ads were misleading.”
The ASA did not uphold the complaint against claims in the press ad and Internet banner which stated, “If you find it cheaper elsewhere we’ll refund double the difference.”
It accepted the claim represented a promise to refund customers if they could find a cheaper flight and not that its flights were always cheaper than competitors.