UK. Aviation industry groups have collaborated to relaunch the One Too Many campaign, which warns passengers of the consequences of disruptive behaviour in airports and onboard.
The industry-led initiative is being co-organised by the UK Travel Retail Forum (UKTRF), Airport Operators Association (AOA), International Air Transport Association (IATA) and Airlines UK (AUK). They represent most of the civil aviation and travel retail industry, from airlines and airports, to airside retailers, food & beverage outlets and duty free brand owners.
The campaign is being promoted through in-terminal and in-store signage, text message alerts and targeted social media adverts.
It reminds travellers that irresponsible behaviour can result in strict penalties including a lifetime ban with a particular carrier and being denied boarding. It also warns them that disrupting a flight will lead to imprisonment of up to two years, while those delaying a flight from taking off will have to pay a £5,000 (US$6,400) fine and £80,000 (US$102,500) for those causing mid-air incidents.
Originally launched in summer 2019, the campaign is being supported by the UK government and was cited as an example of industry best practice in its Aviation 2050 strategy. It was also lauded as “invaluable in promoting awareness to passengers.”
The campaign is being relaunched as passenger traffic this summer is expected to reach 100% of pre-pandemic levels at many UK airports.
Airports joining the geo-fenced advertising campaign include Heathrow, Gatwick, Bristol and Belfast International.
This year, passengers will also receive fact-checking ‘Did You Know?’ alerts to remind them of lesser-known airside rules. These include being banned from opening duty free purchases until they arrive at their destination.
Commenting on this announcement, UK Travel Retail Forum Chairperson Nigel Keal said: “UKTRF and its campaign partners have been clear for many years – there is no room for disruptive behaviour of any form when travelling.
“The issue has long been one of our industry’s highest priorities, as we have a duty to help protect passengers, customers and the many staff members that help keep travellers safe at all stages of their journey.
“Our message to passengers is to enjoy their travel, behave responsibly and not to ruin their holiday or the holidays of others. The consequences of disruptive behaviour while travelling are very serious and could stop you from travelling for years to come.”
Airport Operators Association Chief Executive Karen Dee added: “We want everyone travelling this summer to enjoy themselves and have a good time, but it is important that they do so in a responsible way. The One Too Many campaign is aimed at reminding everyone that they have responsibility for their own actions and to make sure their behaviour does not cause problems for others.
“Airports, along with partners across the sector, will be keeping a close watch for any disruptive behaviour and will not hesitate to take action to ensure the safety of passengers and staff. This summer we’ll see many people getting away for the first time since the pandemic and it would be a shame if the actions of a few were to spoil it for the many.”
International Air Transport Association UK & Ireland Country Manager Simon McNamara said: “Unruly passengers are a continuing concern for air carriers. Though incidents are rare, an unruly passenger can pose a real threat to the safety of staff and other travellers.
“While our professional crews are well trained to manage unruly passenger scenarios, it is unacceptable that rules in place for everyone’s safety are disobeyed by a small but persistent minority of passengers.
“IATA is therefore delighted to support the UK’s One Too Many Campaign which is a stand out example of industry collaboration to effectively deal with triggers to unruly and disruptive passenger behaviour.”
Aviation Minister Baroness Vere concluded: “We take a zero-tolerance approach towards disruptive behaviour, and we are committed to ensuring the safety and enjoyment of all passengers, as well as protecting our hardworking staff.
“I am pleased to see the relaunch of this collaborative campaign from industry – it serves as an important reminder that for all those flying: engaging in such behaviour has serious consequences from jail time to a hefty fine. So, let’s all work together to keep our skies friendly and enjoyable for everyone.”
The Facebook and Instagram ads will run nationally and at participating airports until 1 September. One Too Many signage at airports will be present all year round. ✈
