Low-cost airline criticised for 'misleading' ad

A low-cost airline was today criticised by the advertising watchdog for making cheap flight claims.

Britain's Advertising Standards Authority (ASA) said a poster for bmibaby, British Midland’s no-frills carrier, was "misleading".

The poster boasted one-way fares to Dublin or Murcia, in Spain, cost from £25 (€39) including taxes, when booked on the Internet.

The bottom of the advert, however, stated: "from East Midlands Airport, book online or call".

A member of the public who wanted to fly to Murcia contacted the ASA after telephoning bmibaby and being told details about the advertised price were only available through the company’s website.

British Midland confirmed the fare was only available on-line, and that prices booked by telephone started at £30 (€47).

After carrying out an investigation, the ASA concluded the poster failed to make the distinction clear and upheld the complaint.

It asked the airline to change the wording and told them to contact the advertising body set-up to prevent companies breaking the industry’s code of practice.

The decision is the second complaint about bmibaby upheld in the last three months.

On the previous occasion it was criticised for an email advertisement which did not make clear travellers had to buy a return flight to get the quoted price.

Complaints to the ASA about no-frills airlines have spiralled to 21 so far this year, up from 16 in the whole of last year.