The Advertising Standards Authority is investigating a Ryanair advert which compares its fares with British Airways and uses a swear word to describe its competitor.
Ryanair termed the UK airline ‘Expensive Ba****ds’ in the national newspaper advert while comparing new low-cost fares with BA prices.
BA complained to the ASA on Friday, saying the fare comparisons were unfair. No other complaints have been received.
An ASA spokesman said it was concerned about both the strong language and the fare comparisons and if Ryanair was found guilty the airline would have to withdraw the advert.
An investigation could take two months, but in the meantime Ryanair can use the advert.
ABAstatement said: “These adverts are totally misleading and inaccurate, because of unfair comparisons between leisure and business fares.
“We have complained to the ASA and hope it will act accordingly.”
However, Ryanair chief executive Michael O’Leary said he would not withdraw the advert and confirmed the Irish airline had been threatened with legal action by BA.
He said: “Ryanair has advised British Airways that the travelling public have a right to know that British Airways has been overcharging them for years on short-haul routes from London to Europe, and under no circumstances will the advert be withdrawn.”
A BA spokeswoman denied the claims by Ryanair.
Meanwhile, Virgin Atlantic will complain to the ASA this week that its two-year old ‘Get Unknotted’ advert is being copied by BA.
The ASA said it would consider the complaint if a previous advertising campaign was being used by a rival.
Separately, the ASA is not investigating the Virgin advert which tells passengers ‘BA does not give a shiatsu’. It has received three complaints about the advert from the public.