Monarch misleading ad banned
26.11.11
Monarch Airlines has been banned from repeating and advertisement after it was accused of tricking passengers into rushing to book discounted flights - that had actually not been reduced in price ! The Advertising Standards Authority (ASA) ordered Monarch not to repeat the e-promotion, which it said was misleading.
A customer complained to the advertising watchdog after receiving an email on June 8 from Monarch advertising £30 discounts on all summer flights, which it said would only be available for 24 hours. He booked a flight but the following week he received a second email, also advertising flights with a £30 discount. He questioned whether the discounts were genuine, as the fares were the same before, during and after the promotion.
The ASA ruled that the ads 'implied an undue sense of urgency' and were therefore misleading. As Monarch had failed to demonstrate that the fares had been discounted, the ASA upheld the second complaint that the discount was misleading. The airline has been ordered not to repeat the ads in their same form.
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