KLM was found in violation of the Dutch Advertising Code regarding its marketing communications for reward flights.
The complaint concerns KLM’s award page, which offered reward travel from Seoul (ICN) to Antwerp (ZWE) for 70,000 Flying Blue miles, plus taxes and fees. However, the key issue was that the flights were not available for booking despite KLM displaying them, leading to a ruling against the airline.
You can access KLM here and the ruling here.
Background of the Complaint
The complaint stemmed from advertisements on KLM’s website that presented a flight from Seoul to Antwerp, advertised as available for 70,000 miles, with additional government taxes of €213.19.
However, when a consumer attempted to book the flight, they encountered a “technical problem” error message stating that the booking could not be completed (haven’t we all been there?).
After contacting KLM’s customer service, the complainant was told the flights were not available at all. The complainant raised concerns about this ongoing issue, suggesting that KLM promoted non-existent availability, a practice often called “bait-and-switch.”
KLM’s Defense and Explanation
KLM acknowledged the issue and explained that the technical problem stemmed from an error in their booking system.
The flight options were displayed as available based on incorrect information integration from their two databases—one for KLM and one for Air France.
This led to the false presentation of availability for a reward ticket when, in fact, not all segments had seats available in the required class.
KLM assured that corrective actions were being taken, including a system update, to prevent such issues from occurring again. Additionally, since November 2024, mixed Air France/KLM reward tickets have been removed from public visibility until the issue is fully resolved.
The Ruling
The ruling by the chairman determined that KLM’s advertising violated the Dutch Advertising Code (NRC) in two significant ways:
- KLM failed to ensure that the advertised reward flights were available for booking at the advertised price.
- Once KLM became aware that the flights were not available, they did not immediately stop promoting them, thus breaching the requirement to halt advertisements for services that are no longer available.
While KLM took steps to rectify the issue, including halting the display of these flight options until a solution was found, the chairman recommended that KLM refrain from continuing to advertise in such a manner unless the flights are available.
The Ruling in English (Translation from Dutch):
Conclusion
The advertising committee cannot issue fines, but the ruling helps those who may have to sue KLM if they continue advertising and promoting destinations that are not bookable at a price offered.
This complaint was likely the reason why Air France—KLM’s Flying Blue stopped displaying and issuing mixed carrier itineraries, as they could not ensure that the availability existed.
The complaint is also clear evidence that we, the program members, must be vigilant and ready to take necessary steps when companies fail to deliver on their promises.
Why did Flying Blue keep displaying these itineraries that were not available when you tried to ticket them?
If one were skeptical, perhaps the underlying reason was to get people to buy miles or convert points to miles (both bring cash in for Air France – KLM) while denying their use.
Let’s hope that Flying Blue can resolve its technical issues so that multi-carrier awards can again be issued.
