Jet2 feels wrath of advertising watchdog
Jet2.com has been told off by the advertising watchdog for misleading customers over its luggage charges.
A customer had complained that the way the airline displayed information on its website could make customers believe that its 22kg baggage allowance was included in the ‘from’ prices listed on the site.
The airline had tried to argue that an asterisk next to the words ’22KG Baggage Allowance’ linked to a qualification ‘Charges apply’ further down the page.
It also said that by using the word ‘allowance’, rather than ‘included’, it was clear that the 22kg baggage was not part of the lead-in price.
However, the Advertising Standards Authority said the ‘Charges apply’ information was too far removed from the baggage reference and was in a smaller, grey font, while other information was in a larger, bright red font.
Jet2 said that since the complaint, back in July, it had made some changes but the ASA said these didn’t go far enough.
"We acknowledged that Jet2.com had made some changes to their ads. However, we noted that, whilst the qualification was moved further up the page so that it was underneath the grey banner, it was still positioned on the far right-hand side of the page and was still in a very small grey font, and which we considered was still likely to be missed by consumers. We therefore did not consider the changes were adequate," it said.
It told Jet2 to ensure its ads did not misleadingly imply that luggage allowance was included in the price of their flights if that was not the case.
"We also told Jet2.com to ensure that significant qualifications, such as the fact that consumers would incur additional charges for the checked baggage allowance, were presented prominently and close to the main claim about their checked baggage allowance," it added.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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