EasyJet accused of copying advert from 'The Economist'

The Budget airline easyJet has been accused of hijacking an "iconic advertisement" with its latest national newspaper campaign.

The Economist has complained to the Advertising Standards Authority (ASA) that the airline breached industry rules by replicating an image that the magazine first adopted 17 years ago.

The easyJet advert stars a sour-faced man in a suit who is pictured beneath the comment "I would never fly easyJet". The man is described as "George Smith – management trainee, aged 47".

The Economist's advert, launched in 1986, used the magazine's distinctive white type on a red background to feature the slogan: "I never read The Economist".

The comment was attributed to a "Management Trainee. Aged 42".

Jacqui Kean, brand marketing manager of The Economist, said: "This is an iconic ad that most people in marketing and media would recognise as an Economist ad." She said that the magazine had complained to easyJet and to the ASA.

Ms Kean added: "We were rather surprised that people would reuse something that's attributed to another brand."

The magazine believes that the easyJet advert is in breach of the Committee of Advert-ising Practice code.

A spokesman for easyJet said the complaint was "lunacy" and a "terribly conceited, arrogant thing to do". He said: "Are we supposed to remember every single ad that was run in the last 17 years? There's no copyright on advertising ideas. Most of the easyJet marketing team were running round in shorts in 1986."

A spokeswoman for the ASA said the matter would go before its complaints team, which would "make a decision on whether it is something we would investigate or not". Under Stelios Haji-Ioannou, its founder, easyJet fought an aggressive marketing campaign against airline rivals. It was warned by the ASA in 1997 that it needed to be "much more careful" after a succession of complaints were upheld. Mr Haji-Ioannou stepped down as company chairman last November.

The Economist's "management trainee" advert was created by David Abbott, one of the most famous names in British advertising and often referred to as the industry's best copywriter.

Mr Abbott started his career in advertising four decades ago. He has written many memorable lines, including: "It's lonely at the top, but at least there's something to read"– another advert for The Economist.

The Economist's campaign of witticisms written on a distinctive red background has won industry plaudits.