ASA backs Ryanair ire over rival’s ‘lowest fares’ claim Advertising Standards Authority (ASA) has ruled in favour of Ryanair after it complained about rival airline’s “misleading” advertising.

The Irish airline has itself frequently been in hot water with the watchdog over its controversial ad strategy.

The watchdog has upheld complaints about two national press ads, which claim the airline offers the “North’s lowest fares”. Ryanair challenged the claim, believing its fares from northern airports were lower.

Jet2 argued that it ran weekly price analyses to substantiate claims and it added that Ryanair did not fly to 13 of the 24 destinations featured in the ad so the routes were not comparable and, by default, its flights were cheaper. It also said that Ryanair was cheaper on seven flights but that these flights left from East Midlands and Liverpool airports, which Jet2 does not consider as based in the North.

  • The ASA has ruled that Jet2’s ads were misleading, as the airline could not substantiate that its fares from northern airports were always lower than other airlines flying from the other northern airports.

The ASA has also upheld a complaint by lobby group Sustain about a poster and e-mail campaign for St Pancras Station’s “farmers’ market”. Sustain claimed the campaign, from London & Continental Stations & Property (LCSP), was misleading as the market did “not meet the criteria for the use of the term ‘farmers’ market’.”

The ASA said the ads are misleading as the market at St Pancras station was not yet open and no operator yet found for it, so there could be no exact details about the products to be sold there.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here