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Ledger 1 : 33 — For each dollar financing nature-based solutions in 2023, about $33 financed activities harmful to nature. (UNEP)
Cases / Law, regulation and treaties · United Kingdom · 2020

UK Advertising Standards Authority upholds complaints about Ryanair "lowest emissions airline" advertisements (5 February 2020)

Short record: the main facts, with sources. A full case file has not been prepared.

Nature's voice · report
Things were done in my name here. No one has measured what reached me.
Did nature suffer? Not measured.
In my name
  • Advertising Standards Authority (UK) found that a claim made in my name was misleading. The claim was: “Europe's Lowest Fares, Lowest Emissions Airline” Advertising Standards Authority (UK)
Not on record
  • The record does not name which of my species, waters, soils or forests were harmed.
What the record lacks: 2 none on record · 1 not measured See the gaps

On 5 February 2020 the UK Advertising Standards Authority ruled that Ryanair press, television and radio advertisements claiming "Europe's … Lowest Emissions Airline" and "low CO2 emissions" were misleading, after 167 complaints.

Ads must not appear againUK ASA ruling on Ryanair "lowest emissions airline" claim
Ruling of 5 February 2020, complaint reference G19-1035778; 167 complaints. The ruling page records no fine.

Status As of October 2026: the ASA ruled on 5 February 2020 that the Ryanair ads were misleading and must not appear again in their current forms; the ruling page records no fine.

What?
The ASA upheld complaints about Ryanair press, television and radio ads claiming to be Europe's lowest emissions airline. Advertising Standards Authority (UK)
Where?
United Kingdom (advertising regulated by the Advertising Standards Authority). Advertising Standards Authority (UK)
When?
Ruling of 5 February 2020; ads of 15, 23 and 27 September 2019. Advertising Standards Authority (UK)
Who?
Gained
None on record
Lost
None on record
Harmed
None on record
Why?
The basis of the claims was not clear, the comparison was not defined and the substantiation was insufficient. Advertising Standards Authority (UK)
How?
A ruling by the Advertising Standards Authority under the CAP and BCAP Codes; the ads must not appear again in their current forms. No fine is recorded. Advertising Standards Authority (UK)
5 of 6 questions answered from the record · open: who

What happened

The record, in order.

On 5 February 2020 the UK Advertising Standards Authority (ASA) ruled on three Ryanair ads (complaint reference G19-1035778; 167 complaints): a press ad of 15 September 2019 ("Europe's Lowest Fares, Lowest Emissions Airline" and "Ryanair has the lowest carbon emissions of any major airline"), a television ad of 23 September 2019 and a radio ad of 27 September 2019 (both "Europe's low fare, low CO2 emissions airline").

The ASA considered that consumers would read the claims as comparisons with other European airlines. It found that the basis of the claims was not made clear (seating density was not explained), that the comparison with "major" airlines was not defined and that the evidence Ryanair supplied was insufficient. It concluded: "we concluded that the claims 'Europe's…Lowest Emissions Airline' and 'low CO2 emissions' were misleading."

The ruling states: "Ads (a), (b) and (c) must not appear again in their current forms." The ASA told Ryanair to hold adequate evidence to substantiate environmental claims and to make the basis of those claims clear.

  1. 2020ASA rules on Ryanair "lowest emissions airline" press, TV and radio ads (G19-1035778): claims misleading; ads must not appear again in their current forms (5 February)

What was said

Claims, in the words of those who made them.

“we concluded that the claims “Europe’s…Lowest Emissions Airline” and “low CO2 emissions” were misleading”

How it looked

What was shown, beside what was recorded.

Shown

Recorded

  • The ASA upheld the complaints: the basis of the claims was not clear (seating density was not explained or was omitted), the comparison was not defined and the substantiation was insufficient. The ads were found misleading (G19-1035778).
    Advertising Standards Authority (UK)

In nature's name

What was promised in nature's name, the money that moved, and what was measured.

Promised

  • “Europe's Lowest Fares, Lowest Emissions Airline” — Ryanair, press ad of 15 September 2019 (as described in the ASA ruling) (2019-09-15) Advertising Standards Authority (UK)
  • “Europe's low fare, low CO2 emissions airline” — Ryanair, television ad of 23 September 2019 and radio ad of 27 September 2019 (as described in the ASA ruling) (2019-09) Advertising Standards Authority (UK)

What was measured

Not measured

The case concerns an advertising claim. The ASA ruling records no independent measurement of any benefit to nature from the advertised product or business.

Findings on record

  • Court or regulator ruling Advertising Standards Authority (UK) (2020-02-05) · G19-1035778: “the claims “Europe’s…Lowest Emissions Airline” and “low CO2 emissions” were misleading” Advertising Standards Authority (UK)

In court and with insurers

Every proceeding and every insurer decision on record.

Lawsuits and rulings

  1. 2020-02-05Claimant won
    ASA ruling on Ryanair "lowest emissions airline" claims
    Advertising Standards Authority (UK) · Regulatory · Not named in the ruling (167 complaints) → Ryanair Ltd

    Upheld: the claims "Europe's…Lowest Emissions Airline" and "low CO2 emissions" were misleading. Ads (a), (b) and (c) must not appear again in their current forms. Reference G19-1035778. Advertising Standards Authority (UK)

Insurers

No insurer decision on record.

What we don't know

Undisclosed, unproven, untried: recorded as data.

Nature

  • Not measured Harm to nature: The record holds no measurement of harm to nature.

Record

  • None on record The ruling page names no individual complainant: it records 167 complaints, including from an energy, transport and sustainable development consultant.
  • None on record The ruling page records no fine and does not state whether any appeal followed.

Did the harm stop?

The ASA required that ads (a), (b) and (c) must not appear again in their current forms. The ruling page does not state whether any environmental measure was affected.

Who paid?

The ruling page records no fine or payment.

Sources

Voices on record: — Company or project✓ Government and regulators— Courts— Press and investigations— Communities and civil society— Researchers

Government and regulators

  1. ASA Ruling on Ryanair Ltd t/a Ryanair Ltd
    Advertising Standards Authority (UK) · 2020-02-05

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