Second Authority Allows CAL to Resume Flyall-FLYCARD Comparison in Ads with Clarifications

The Second Authority for Television and Radio in Israel has reversed a key part of its previous decision against CAL's Flyall advertising campaign, permitting the company to continue comparing its Flyall card to the FLYCARD, operated by Isracard, provided it includes clear clarifications on the calculation methods. This update follows a reconsideration request submitted by CAL, amid an intense advertising battle between the two frequent flyer clubs.

The dispute arose after FLYCARD was transferred from CAL to Isracard, owned by Yitzhak Tshuva, prompting both sides to invest millions of shekels in marketing to capture Israeli travelers flying abroad. In June alone, FLYCARD spent approximately 4.6 million shekels on advertising, while CAL invested about 4.4 million shekels promoting Flyall. The campaigns featured prominent figures such as NBA player Deni Avdija and actress Niv Sultan for FLYCARD, and comedian Matan Peretz alongside presenter Gal Malka for Flyall.

The original complaint centered on CAL's advertisement claiming that a customer spending 10,000 shekels monthly would receive annual benefits worth 600 shekels with FLYCARD versus 1,440 shekels with Flyall. The Second Authority initially demanded removal of these claims, citing potential consumer deception, including slogans like "twice the cashback" and "who gets a free flight faster."

However, the revised ruling acknowledges that despite differences in the cards' bonus accumulation and redemption mechanisms, a clear economic and consumer comparison exists since both cards accumulate benefits redeemable for flight cost reductions. The authority noted that bonus cards account for just over 30% of point redemptions on El Al flights, with most redemptions occurring via the regular purchase track. It also ruled that comparative ads need not factor in every special offer or promotion.

The authority requires CAL to prominently clarify that the comparison pertains only to regular flight ticket purchases, excluding promotions, joining bonuses, or special redemption routes. Additionally, the exemption from card fees on Flyall applies only in the first year. CAL must submit the revised ad text for prior approval before resuming broadcasts.