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Ryanair Ad Banned After “Misleading” Emissions Claim
The UK’s Advertising Standards Authority (ASA) has ruled against a Ryanair campaign that boasted the airline was Europe’s lowest emissions carrier, saying the claim misled the public. The regulator has now prohibited the ad in its current form.
Why the Ruling Came About
Ryanair ran TV, radio, and print adverts promoting itself as offering “Europe’s lowest fares, lowest emissions,” along with phrases such as low CO₂ emissions airline. However, the ASA found:
- The airline’s evidence relied on outdated figures, including an efficiency ranking from 2011.
- Crucial details—like the role of seating density and passenger load in emissions—were left out.
- The term “major airline” was never clearly defined.
According to the watchdog, viewers could easily believe that choosing Ryanair automatically meant lower carbon emissions compared to rivals, which the data did not conclusively prove.
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Ryanair’s Position
Ryanair expressed disappointment, claiming it had supplied all the necessary supporting evidence and noting that the same campaign had cleared advertising checks in other European countries.
Why This Matters
The case underscores the growing crackdown on greenwashing—where companies overstate their environmental credentials. Environmental claims now require:
- Current, verifiable data,
- Clear context for comparisons,
- Avoidance of vague, undefined terms.
The Takeaway
The ASA’s decision means Ryanair must revise and substantiate its environmental messaging before making similar claims in future advertising.
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