Boeing 747-8 advert not misleading

7 August 2013
By Edd Gent
Mobile version
Share |
Boeing was not guilty of using misleading figures in an advert comparing its 747-8 to the A380, according to ASA

Boeing was not guilty of using misleading figures in an advert comparing its 747-8 to the A380, according to ASA

The UK's advertising watchdog has ruled a Boeing advert did not use misleading figures to compare their aircraft to Airbus’.

The Boeing advert, which ran late last year in trade magazine Flight International, said its 747-8 wide-body jet had a "26 per cent trip cost advantage over the (Airbus) A380" and was "8 per cent more fuel efficient per seat".

In a ruling announced today, Britain's Advertising Standards Authority (ASA) said it had not upheld a claim by Airbus, a unit of EADS, that the advert was misleading and contained statements that could not be substantiated.

Fuel efficiency is becoming increasingly important for airlines against a backdrop of high jetfuel prices, so performance claims are a hot issue for Boeing and Airbus, fierce rivals who slug it out for the lion's share of the $100bn (£65bn) a year global jet market.

The ASA said it agreed with Boeing that the advert was the result of extensive technical analysis and was unlikely to mislead the type of industry experts who read Flight magazine.

"The intended audience would understand that the comparisons were based on modelling and assumptions, would be familiar with the method of comparison used and would seek more information before making a decision to purchase," the ASA said. "We concluded that the advert was not likely to mislead."

Airbus also objected to the statement that the "fuel burn per seat" figure was based on attributing 555 seats to the A380 and 467 seats to the 747-8, taking no account of "seat pitch", which generally provides more space on the A380.

Airbus said the comparison was unfair because if the 747-8 was brought up to the same comfort standard as the A380 in terms of seat pitch, it would be arranged with only 405 seats, significantly increasing its fuel burn per seat.

The ASA said the advert's target audience would understand that the plane's highly-customisable nature meant any efficiency claims based on fuel burn per seat would be subject to "considerable variability depending on a customer's exact specifications".

A Boeing spokesman said the company was glad the ASA had dismissed what it called "unfounded complaints". An Airbus spokesman said the company maintained Boeing's failure to use comparable seat counts in its advert skewed the statistics.

The ASA also said the information provided by Boeing in its advert would be unlikely to impact the decision-making of airlines, who are given access to vast amount of technical and supporting documentation by planemakers.

Latest Issue

E&T cover image 1607

"As the dust settles after the referendum result, we consider what happens next. We also look forward to an international summer of sport."

E&T jobs

  • Control System Engineer

    United Utilities
    • Lancaster, Lancashire
    • Up to £33415 + Comprehensive Benefits

    Provide ICA maintenance and engineering support to the Water & Wastewater Production

    • Recruiter: United Utilities

    Apply for this job

  • Signal Processing Engineer

    B&W Group
    • Steyning, West Sussex
    • Competitive Salary

    We are looking for a Signal Processing Engineer to support the R&D process on active loudspeaker products.

    • Recruiter: B&W Group

    Apply for this job

  • Principal Mechanical & Electrical Engineer

    De Montfort University
    • Leicestershire
    • Grade G: £36,672 - £46,414 per annum

    Join the Projects Team to develop and manage medium to large projects on the university estate.

    • Recruiter: De Montfort University

    Apply for this job

  • Advanced Commissioning Engineer

    National Grid
    • Nottinghamshire, Nottingham, England
    • £46000 - £57000 per year

    National Grid is at the heart of energy in the UK. The electricity we provide gets the nation to work, powers schools and lights everyone's way home. Our energy network connects the nation, so it's essential that it's continually evolving, advancing and i

    • Recruiter: National Grid

    Apply for this job

  • Electrical Design Engineer

    Oxford Instruments
    • Yatton, Bristol
    • Competitive salary plus excellent benefits

    We are looking for an electrical designer to join our engineering design team.

    • Recruiter: Oxford Instruments

    Apply for this job

  • Skilled Electrical Fitter

    • Bolton
    • Competitive Salary & Benefits

    What?s the opportunity?   The Electrical Fitter will carry out manufacturing and test tasks within the electrical department in accordance with product certification procedures, defined workmanship  ...

    • Recruiter: MBDA

    Apply for this job

  • Electrical Manufacturing Technician

    • Stevenage
    • Competitive Salary & Benefits

    What?s the opportunity?   As a qualified craftsman with experience in electrical manufacturing, the Manufacturing Technician will report to a Team Leader, receiving day to day ...

    • Recruiter: MBDA

    Apply for this job

  • Consultant Engineer (Electrical Power)

    BAE Systems
    • Cumbria, Barrow-In-Furness, England
    • Negotiable

    Consultant Engineer (Electrical Power) Would you like to play a key role in providing technical direction to the design of power systems on the Successor class submarines, which will replace the current Trident-equipped Vanguard class, currently in servic

    • Recruiter: BAE Systems

    Apply for this job

  • Supply Restoration Team Manager (HV/SAP)

    • Oxford, Oxfordshire
    • Salary: £37,588 to £49,645 + Car (SSE8) Depending on skills and experience

    SSE is looking to recruit a Supply Restoration Team Manager to join our existing team in Oxford.

    • Recruiter: SSE

    Apply for this job

  • Electrical Technical Lead - Global Operations, Engineering & Laboratory

    Pfizer Ltd
    • Kent

    An exciting opportunity has arisen to join a dynamic team of professional engineers, supporting the development of novel drugs.

    • Recruiter: Pfizer Ltd

    Apply for this job

More jobs ▶


Choose the way you would like to access the latest news and developments in your field.

Subscribe to E&T