Monarch's extra legroom advert 'misleading'ASA bans airline from repeating ad

09 October 2013

A Monarch Airlines aeroplane on runway

An email advert from Monarch Airlines offering extra legroom from £11.99 has been criticised by the Advertising Standards Authority for misleading consumers.

The ASA upheld a complaint from a customer who could only find extra legroom seats on his flight priced at €26.99 (£22.89), and the advertising watchdog has barred Monarch from using the advert again.

Misleading offers aren't the only reason customers have been unhappy with Monarch. You can see how the airline fared in the results of our airlines survey

Legroom on Monarch flights

Extra legroom on a Monarch flight may well be an attractive feature for consumers. The airline received only two stars in our latest survey for cabin environment, which takes into account the comfort of the seat and the amount of legroom available as well as cabin cleanliness and temperature.

The airline also received only two stars for value for money in the Which? survey.

Cheap flights with Monarch Airlines

Monarch argued that the pricing claim was justified as 31 of the 109, or 28%, of scheduled routes they had on sale had extra legroom seating priced at £11.99 or less.

The ASA agreed that the airline’s claim would be acceptable if it could prove that 28% of its extra legroom seats were available at that price, but was concerned that Monarch was unable to provide any documentary evidence to support this statement.

The ASA said ‘The ad must not appear again in its current form. We told Monarch to ensure they held documentary evidence before making pricing claims in future.'

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