El Al Accuses Cal of Misleading Fly Card Holders Over New FlyAll Card

El Al’s frequent flyer company says credit-card issuer Cal is misleading Fly Card holders while launching its new FlyAll card. In a sharp cease-and-desist letter sent before any lawsuit, El Al demanded that Cal immediately stop marketing and advertising FlyAll, arguing that the campaign falsely suggests the new card is an upgrade or continuation of the existing Fly Card brand.

The dispute centers on Cal’s recent launch of FlyAll, a card that lets customers earn points for flights on all airlines and convert points into the Fly Card program. As part of the rollout, Cal told existing Fly Card members who still hold Cal cards to upgrade to the new product. El Al says that wording misled customers into thinking they were receiving an official upgrade from El Al’s frequent flyer club, rather than a completely different card issued by a rival company.

In the letter, El Al alleged consumer deception, false advertising, improper comparisons between loyalty cards, and unlawful use of the reputation built by its Fly Card brand. It also said the similar names, FlyAll and Fly Card, confuse consumers and damage the distinctiveness and trademark value of its brand. El Al claimed the move was not accidental, but intended to keep customers with Cal instead of moving to Isracard, which now holds the original club.

Cal rejected the accusations, saying FlyAll offers Israeli consumers a new, simple and transparent value proposition. In its response, the company said, “Each point is worth one shekel,” and stressed that the card allows broad redemption options without complicated mechanisms or unnecessary restrictions. Cal said El Al’s warning letter was an attempt to create fear and deterrence rather than compete on value, adding that Israeli consumers will choose the best offer for themselves.