Now in its seventh year, ‘One Too Many’ campaign has been endorsed by the UK government as an example of industry best practice in self-regulation and passenger communication. 

A cross-industry campaign supported by UK travel retail has relaunched at airports in the UK to warn passengers of the consequences of alcohol-related unruly behaviour.

Now entering its seventh year, the ‘One Too Many’ campaign led by the UK Travel Retail Forum (UKTRF), AirportsUK, Airlines UK and the International Air Transport Association (IATA) will be visible at more than 20 airports including Heathrow, Gatwick, Manchester, Newcastle and Bristol.

Supported by prominent social media and mobile advertising, the campaign reminds travellers of the consequences of disruptive behaviour, which could include up to two years imprisonment for a flight’s disruption, a £5,000 fine for delaying an aircraft’s departure, an up to £80,000 penalty for causing a mid-air diversion, being denied boarding, or a lifetime ban for causing a flight’s cancellation.

Nigel Keal, Chair of the UK Travel Retail Forum, said: “Disruptive behaviour in airports or onboard flights is rare, but when it happens, it can have serious consequences for passengers, staff and operations.

“The One Too Many campaign plays a vital role in preventing these incidents by warning travellers clearly and consistently about what’s at stake. We’re proud to be relaunching the campaign again this summer, and to be working alongside government and industry partners to keep our skies safe, welcoming, and efficient for everyone.”

Nigel Keal, Chair, UK Travel Retail Forum.

Promoting safe travel

In a statement, Airlines UK said: “Disruptive behaviour on board an aircraft is completely unacceptable and can have severe consequences, including serious safety risks for crew and passengers that can result in delays and even aircraft diversions. It is illegal to be drunk and disruptive on board an aircraft and whilst such incidents are rare, even one is too many.

“As the voice of UK-registered airlines, we’re pleased to support the One Too Many campaign, which encourages responsible drinking and promotes a safe, enjoyable journey for all. We want everyone to make the most of their holiday, but that starts with treating fellow passengers and staff with respect and knowing when enough is enough.”

The One Too Many campaign, launched in 2018, is promoted through a combination of in-store signage (printed and on-screen), social media assets, media activations and industry awareness.

Touchpoints include most major UK airports, travel retail stores and airport F&B units.

Karen Dee, Chief Executive, AirportsUK said: “Airports are at the heart of the ‘One Too Many campaign’, and support and enable its online, in-terminal, and mobile advertising to remind passengers of the severe consequences of disruptive behaviour, from being denied boarding to fines and prison sentences.

“Airports work hard to promote responsible drinking where alcohol is sold and are committed to tackling the very small minority of passengers who drink to excess and ruin it for the rest. However, we cannot do that alone: everyone involved in a passenger’s journey has to play a role.”

The campaign says one in every 640,000 passengers are disruptive and while incidents are ‘rare’, they can have a ‘significant impact for fellow passengers and employees working airside, landside and onboard’.

For its part,UKTRF has adopted a consistently strong stance on disruptive passenger behaviour.

As reported earlier this year, low-cost carrier Ryanair renewed its calls for a two-drink limit at airport bars following the filing of a €15,000 lawsuit against a passenger that diverted a Lanzarote-bound flight from Dublin due to claims of disruptive behaviour.

The UKTRF rejected the idea of imposing further restrictions at airports, saying it would penalise responsible drinkers while failing to deter those passengers consuming alcohol onboard airlines.

Reiterating calls for Ryanair to join the ‘One Too Many’ campaign, Keal said at the time: “Airside food and beverage outlets, as well as travel retail operators, follow a robust industry code of conduct. Staff are highly trained in responsible service policies and operate to rigorous standards to implement leading responsible host policies.”

READ MORE: Disruptive passengers risk jail time, warns government-backed campaign