British Airways won't submit its "World's favorite airline'' claim for review by the self-regulatory National Advertising Division of the Council of Better Business Bureaus, New York. NAD said Virgin Atlantic Airlines had filed a complaint challenging the truthfulness of the claim, originally created by Saatchi & Saatchi. Advertisers aren't obligated to defend their ad claims before NAD, but voluntary participation in the self-regulatory program is high. NAD said British Airways declined to participate on the grounds that the U.S. Department of Transportation is the official regulator for airline ads in the U.S. NAD said it was forwarding the Virgin Atlantic ad complaint to U.S. DOT officials for their review. M&C Saatchi, London, currently handles British Airways.
Copyright April 1999, Crain Communications Inc.