The Independent Television Commission has rejected a bid by Virgin Atlantic to prevent British Airways from using the phrase “The World`s Favourite Airline” in its advertising.

It follows a similar decision by the Advertising Standards Authority last month that confirmed the Virgin Atlantic complaint had not been upheld.

Martin George, British Airways Director of Marketing said: “We`re delighted that it has been confirmed again and again by the ITC and the ASA that we are entitled to call ourselves the World`s Favourite Airline. It`s what our customers tell us every time they fly.”

The airline introduced the phrase in 1983. It is based on International Air Transport Association passenger figures which show that more people from more places around the world choose to fly with British Airways.

The ASA - which regulates all print advertising - has rejected four attempts to prevent the airline from using the phrase since 1991. The ITC - which controls all television advertising - has rejected one similar complaint.

The ruling comes after the airline announced plans to paint more than half its fleet with the Union Jack and its biggest ever investment programme in its premium products including the first ever completely flat bed for Club World passengers with significant improvements planned later this year in Club Europe, First and Concorde.

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