Ryanair claimed 'lowest emissions of any major airline' — the ASA banned the ads

In September 2019, Ryanair launched a cross-media advertising campaign across press, TV and radio claiming it had the 'lowest carbon emissions of any major airline.' The airline cited a figure of 66 grams of CO2 per passenger-kilometre, which it said was 25% lower than other major European carriers.

The ASA received complaints and investigated. On 5 February 2020, it ruled that Ryanair had broken advertising rules on environmental claims. The ASA found that consumers would understand the ads to mean flying Ryanair meant contributing less CO2 — but Ryanair could not substantiate the claim. There was no common definition of 'major airline,' making the comparison meaningless.

The ASA ordered the ads to stop running in their current forms and required Ryanair to ensure future environmental claims were supported by adequate evidence and that the basis of those claims was made clear. The ruling was one of the first high-profile ASA decisions on airline greenwashing, and it set a precedent for how environmental claims in advertising would be scrutinised.