Airbus Had Challenged An Ad Placed By Boeing In A Trade Magazine

Britain's Advertising Standards Agency has cleared Boeing of charges leveled by Airbus of publishing a misleading advertisement in an airline trade magazine.

According to the agency, a magazine ad for a Boeing's 747-8 Intercontinental placed in Flight International was headed "THE NEW 747-8 INTERCONTINENTAL". A subheading stated, "YOUR 747-8 INTERCONTINENTAL ADVANTAGE." Further text stated, "26% cost advantage: The 747-8 has a 26% trip cost advantage over the A380. That means airlines can operate the 747-8 on a 6,000-nmi route plus six 737-800's on 400-nmi routes for the cost of operating one A380 on a 6,000-nmi route. 8% more efficient: with the new wing and new engines, the new 747-8 is 8% more fuel efficient per seat as compared to the A380 and emits 45,000 fewer tonnes of CO2 per year, which is equal to taking 9,000 cars off the road."

Airbus challenged both the comparisons to the A380, saying they were misleading.

The ASA ruled Wednesday that the ad was not misleading. In its ruling, the agency said the intended audience of the ad, those involved in the decision-making process to purchase large aircraft, would have a high-level understanding in this area and would be familiar with the method of comparison used by Boeing. They went on note that the target audience may already have had a presentation, or further information, from Boeing regarding the airplane, and considered that they were unlikely to make a purchase decision without seeking a great deal more information on the potential advantages of the airplane, based on their own specific requirements.

(747-8 pictured in file photo)

FMI: Read the Ruling