Beach advert banned by watchdogs
Budget carrier Jet2.com has been ordered not to repeat a website and poster campaign featuring a beach scene with a parasol and a palm tree to advertise a summer sun flight sale.
The Advertising Standards Authority partially held a complaint that the campaign misled passengers into believing that the sale fares were available to all destinations.
In fact, the advertised lead in fare of £9.99 was only available to three destinations, Amsterdam, Belfast and Dusseldforf – none of which has a beach with palm trees.
As the lead-in prices to all other destinations was included in the advert, the ASA found that it was not 'materially misleading' but it ruled that it should not be repeated as consumers could be misled into believing the sale applied to all Jet2.com routes.
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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