Emirates online advert banned in SA

By Bizclik Editor

An Emirates Airline advertisement in South Africa has been banned for falsely promising ‘free’ Dubai holidays to children.

The airline ran an online promotion stating "two kids under 16 fly, stay, eat and play for free in Dubai" when parents paid to fly with the airline.

The advert was ruled to be misleading by South Africa's Advertising Standards Authority (ASA) after a customer complained that he took up the offer paid R32,400 for he and his wife for a holiday booked through a travel agent.



To read the latest edition of African Business Review, click here.


He later discovered that purchasing two individual tickets would have been R400 cheaper.

The ASA judged the Emirates promotion to be misleading because children would not benefit from "free" holidays under the terms of the offer – instead, a holiday booked under the promotion was more expensive.

Under ASA rules, advertisers are not permitted to "recoup the cost of a 'free' item by simply inflating the cost of another purchased item" and said Emirates had broken the rules.


Featured Articles

Meet the COO: Brook Sims of MAC Diversity Recruiters

Passionate about helping others find their voice, diversity leader and COO Brook Sims talks powerful leadership, diverse teams and being a change agent

Best business books to improve leadership strategy

From strategic guides to inspiring CEO memoirs, these new books dish up plenty of principles, strategies, and anecdotes to help you become a better leader

Shoplazza founder and CEO Jeff Li, ex Baidu, on leadership

Named in Fortune China’s 40 under 40 for 2022, former Baidu head Jeff Li is the entrepreneurial founder and CEO of ecommerce platform Shoplazza

The office shifts to new way of working – workplace special

Leadership & Strategy

Trailblazer: Clorox's DEI leader Shanique Bonelli-Moore


The inspirational CEO story – Dean Forbes of Forterro

Leadership & Strategy