Cyprus Mail 3 February 2021 - by Andrew Rosenbaum
Certain television advertising in Ryanair’s ‘Jab & Go’ ad campaign has been banned by the UK Advertising Standards Authority (ASA).
The tv ads showed a syringe, and a vaccine vial, with the voiceover “”Vaccines are coming, so book your Easter and summer holiday today with Ryanair… so you could jab and go.” Videos of young people enjoying vacations followed.
The ASA said that the ads encouraged people to act in a potentially irresponsible manner once they have received a Covid-19 vaccination.
According to the ASA, 2,370 people complained about the ads, the first of which ran from December 26, 2020 to January 3, 2021 and the second from January 4, 2021.
The ASA investigated three issues with the ads: first, that they implied most people in the UK would be vaccinated against Covid-19 by spring/summer 2021 and would be able to go on holiday irrespective of restrictions. This complaint was upheld.
A second complains alleged that ads trivialised the Covid-19 restrictions in place around the world and the effects of the pandemic on society and individuals. The ASA did not uphold this issue.
It did, however, uphold complaints that the ads, particularly Ryanair’s “jab & go” claim, were irresponsible.
The ASA is concerned that advertisers exercise caution when dealing with pandemic restrictions, as advertisements could give a false impression of vaccine- or restriction-related information.
The ASA said advertisers must be particularly cautious of this in reference to consumer confidence in making purchasing decisions – such as booking a holiday.
“It’s important all travel companies take particular care, at a time of significant uncertainty about when lockdown restrictions will end, not to mislead or over exaggerate when it will be possible for people to go on holiday,” the ASA warned.
Ryanair called the rulings “baseless.”
A Ryanair spokesperson said: “The ASA’s ruling flies in the face of the UK’s successful vaccine rollout, however, even though this ruling is baseless, Ryanair will comply with it and the Jab & Go adverts will not run again.”
Ryanair added the ads were based on the success of the vaccine rollout in its early stages and government confidence in the rollout.
“The baseless claims the ASA have used in their determination now means all advertising by airlines, tour operators and travel agents for travel or holidays this Easter and summer should also be banned,” said the budget carrier.
