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ASA Ruling on Ryanair Ltd t/a Ryanair Ltd - decision

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The Irish-headquartered airline Ryanair ran a series of ads in the United Kingdom on September 2019, boasting of “low CO2 emissions” and of being the "lowest emissions airline," at 66g CO2 per passenger-kilometers flown. The airline justified this assertion with technological and average load factor arguments. 

On February 5, 2020, the Advertising Standards Authority (ASA) concluded the company’s claims were misleading, in violation of the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing. 

ASA considered the CO2 per passenger distance metric appropriate, and that consumers would understand the relative nature of the claim. However, the ASA also found that consumers would find insufficient information in the ads to substantiate that they would reduce their personal CO2 emissions compared to flying with another carrier. It also put in doubt the data references used by Ryanair, and underlined the fact that well-known competitors were absent from the calculation.

ASA Ruling on Ryanair Ltd t/a Ryanair Ltd

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An aim to achieve a quantifiable outcome within a given time-frame, set by an institution such as a national government.

Policy instruments are techniques or tools used by governing authorities to promote certain policies in order to achieve predetermined goals. Put simply, instruments are how a government tries to achieve its goals, with this taxonomy being focused on national policy instruments.

Risk is the potential for adverse consequences resulting from the dynamic interplay between (climate-related) hazards, exposure, and vulnerability of affected human or ecological systems.

Groups  of people who are adversely affected by climate change or the response to it

A set of principles, processes, and practices that build economic and political power to shift from an extractive economy to a regenerative economy.

Renewable energy means all forms of energy produced from renewable sources in a sustainable manner.

Fossil fuel is a generic term for non-renewable energy sources such as coal, fossil gas, and oil (including crude oil, and petroleum products), that can be used for electricity and heat generation. Fossil fuels are hydrocarbons formed from pressurised and heated organic material buried over millions of years.

Molecules in the atmosphere that play a key role in the greenhouse effect by trapping heat radiating from Earth’s surface.

Area of the economy in which actors engage in identical or related activities.

In human systems, the process of adjustment to actual or expected climate change and its effects, in order to moderate harm, increase resilience or exploit beneficial opportunities. In natural systems, the process of adjustment to actual climate change and its effects; human intervention may facilitate adjustment to expected climate change and its effects.

The management and allocation of funds, assets and investments to meet various objectives

A long-lived, colourless gas, chiefly emitted from fossil fuel combustion, deforestation and cement production.

This sector creates and distributes information and entertainment through television, radio, print, and digital platforms.

Jobs that contribute to preserving or restoring the environment. We include jobs which require a high amount of green skills or which spend much of their time on green activities, as well as jobs transforming polluting industries.

This sector includes firms and individuals offering specialised expertise in fields such as law, accounting, consulting, science and engineering.

This sector involves activities to move goods and people, alongside the storage of products.

ASA Ruling on Ryanair Ltd t/a Ryanair Ltd - decision

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