ASA ruling that adverts for Luton Rising did not adequately qualify the claims made and omitted material information

On 10 July 2024, the ASA ruled that a magazine ad and a poster for Luton Rising did not adequately qualify the claims made in the ad and omitted material information about the environmental impact of London Luton Airport's expansion. Whilst the ad made clear that its claims were based on the Green Controlled Growth Framework, the framework does not apply any limits to carbon emissions from air traffic movements. As people would not expect this omission in the framework, the ASA considered that the exclusion of air traffic emissions from the expansion's environmental limits was material information that was likely to affect people's understanding of the ads' overall message and should have been made clear.