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ASA Advertising & Media

Jet2 advert banned for baggage allowance claim

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By The Drum Team, Editorial

August 23, 2011 | 2 min read

A Jet2 TV advert has been banned by the Advertising Standards Authority (ASA) for misleading claims over baggage allowance.

The advert, which featured two women struggling with their large suitcases, stated in a voice over “When you fly with Jet2.com we do everything we can to make sure you arrive happy. With a 22 kilogram bag allowance, you’ll be able to pack, well - all your bikinis! ... ”.

Five people complained that the advert made it seem like the 22 kilogram baggage allowance was included in the Jet2 fares, while in fact charges applied.

Jet2 replied that it had not put a price message on the advert which implied this.

The ASA said: “The ASA acknowledged that the ad referred to multiple services offered by Jet2. However, we considered that consumers were likely to interpret the claim “With a 22 kilogram bag allowance ...” to mean that baggage allowance was included within Jet2.com’s fares. Since we understood that baggage allowance was not included within Jet2.com’s fares, and the ad did not make that clear, we concluded that the ad was misleading.”

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