RYANAIR HAS been referred to the UK consumer watchdog over claims that it persistently misleads its customers and denigrates rival airlines in newspaper and television advertising.
The British Advertising Standards Authority (ASA) is taking the action today following what it calls "a catalogue of breaches" of its code by Ryanair and its unwillingness to comply with rulings.
The authority's decision to refer Ryanair to the Office of Fair Trading came after the authority upheld a complaint against the airline for the ninth time in two years.
The authority has found that Ryanair is persistently:
• making exaggerated claims about the extent of availability of flights at the advertised price;
• advertising prices that were not inclusive of taxes and charges;
• making misleading and derogatory comparisons with rivals;
• not stating clearly restrictions that would exclude customers from taking advantage of an offer;
• not providing evidence to prove the claims it was making.
Ryanair made its own complaint to the Office of Fair Trading last week over "unfair, biased and untrue" rulings against the carrier by the Advertising Standards Authority. Ryanair said the authority had "demonstrated a repeated lack of independence, impartiality and fairness".
In the latest case, a customer complained that he was unable to obtain a £10 seat in a Ryanair flight sale for travel on Fridays or Sundays, even though the advertisement said the sale seats were available every day of the week.
Ryanair said the seats were available for Fridays and Saturdays and sent the Advertising Standards Authority booking forms for two passengers who had bought £10 seats on these days. However, the authority ruled against it after it refused to provide details of the percentage of £10 seats that were for travel on the two days.
The director general of the authority, Christopher Graham, said the decision to refer Ryanair to the Office of Fair Trading was disappointing but necessary.
"We have given Ryanair every opportunity to put its house in order and ensure that its advertising adheres to the codes. Instead, they have continued to mislead customers and denigrate competitors," he said.
The Advertising Standards Authority of Ireland has upheld four complaints against Ryanair in the past year. However, a spokeswoman said the airline had abided by its decisions and there was not the same level of disagreement with it as in the UK.