No-frills airline Ryanair has been referred to the Office of Fair Trading (OFT) over accusations it’s continually flouted advertising rules.
The move by the Advertising Standards Authority (ASA) comes after it once again ruled the airline had run a misleading press advert.
It has criticised Ryanair for misleading ads on seven other occasions over the past two years.
Christopher Graham, Director General of the ASA, said: ‘It is very disappointing, but absolutely necessary, that we have had to take this course of action.
‘The ASA has given Ryanair every opportunity to put its house in order and ensure that its advertising adheres to the codes.
‘Instead, it has continued to mislead consumers and denigrate competitors.
‘We would prefer to work with advertisers within the self-regulatory system rather than call in a statutory body, but Ryanair’s approach has left us with no option but to refer it to the OFT who will consider appropriate action.’
The OFT will look at the complaint under the Control of Misleading Advertisements Regulations.
Possible action could include seeking undertakings from Ryanair or a High Court injunction to stop it making similar claims in the future.
Ryanair made its own complaint to the OFT last week over ‘unfair, biased and untrue’ rulings against the carrier by the ASA.
Ryanair said the ASA had ‘demonstrated a repeated lack of independence, impartiality and fairness’.