Wizz Air misleads consumers with banned greenest choice ad

In June 2024, an advertisement for Wizz Air, a budget airline, was found to be misleading by the Advertising Standards Authority (ASA) in the UK. The advert claimed that flying with Wizz Air was 'one of the greenest choices in air travel.' While the airline defended its claim by noting its significant investments in decarbonization and the operation of a fuel-efficient fleet, the ASA pointed out that the advertisement failed to clarify how it compared to other airlines. Consequently, the ASA determined that the claim breached advertising codes by not providing enough context to allow consumers to confirm the airline's environmental standing. Wizz Air's defense referenced third-party data supporting their emissions performance; however, the ASA insisted that future advertisements must not misrepresent their environmental impact. This ruling has potential implications for how airlines present their sustainability efforts and communicate with consumers regarding their environmental footprints, especially as public interest in greener travel options grows. Wizz Air has committed to improving transparency in its future communications and will work to ensure that any comparisons regarding sustainability adhere to established guidelines.