A complaint was lodged against a Ryanair advertisement for a 'big summer sale' that suggested prices would rise after the sale ended. Consumers believed this statement was misleading, citing that some airfares actually fell afterwards. Ryanair defended this claim by highlighting their dynamic pricing model and limited lowest fares. However, the council found the lack of time qualification for the price increase misleading, noting that consumers were pressured to buy flights immediately. Consequently, the advertisement was ruled in breach of multiple advertising codes and must be revised.
The council concluded that the Ryanair ad was misleading, stating that the ad's claim 'prices will rise' pressured customers into purchasing flights sooner than necessary.
Ryanair stated that the terms of the promotion indicated limited lowest fares that quickly sold out, justifying their dynamic pricing model in response to market demand.
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