A campaign that promotes responsible flying and raises awareness against disruptive passengers on plane was launched on Friday by travel retailers, airports and airlines and coordinated by Aviation Minister Baroness Sugg.

The first of its kind in aviation, the ‘One Too Many’ awareness campaign will aim to remind passengers of the negative impact of excessive drinking when travelling by air. The campaign is based around the idea that, despite being rare, any disruptive passenger or incident is ‘one too many’.

Building on the UK Aviation Industry Code of Practice on Disruptive Passengers, the scheme unites the UK Travel Retail Forum (UKTRF), the Airports Operators Association (AOA), the International Air Transport Association (IATA) and Airlines UK (AUK) under a common goal.

IATA Europe regional vice-president Rafael Schvartzman said: “While we should remember that disruptive passenger incidents are still relatively rare, they rank in the top three concerns of cabin crew, and any incident is one too many. Airlines have a zero-tolerance approach to unruly behaviour and cabin crew and passengers have a right to a flight free from disturbance and harassment.”

Excessive drinking when flying may lead to passengers being denied boarding or having a plane diverted, and in extreme circumstances up to two years in prison, an airline ban, heavy fines and a diversion fee of up to £80,000.

UK Travel Retail Forum chair Francois Bourienne said: “It is an offence to be drunk on a plane. Not least to other passengers. The One Too Many campaign is to remind people of the consequences of irresponsible drinking at any stage of their journey and to highlight the fact that, while serious disruptive behaviour remains rare, it can be costly and cause delays. Other passengers become upset and a lot of holidays are ruined.

“The UKTRF, IATA, AOA and Airlines UK are committed to tackling the issue of disruptive passengers and to working together to ensure that passengers are aware that this behaviour will not be tolerated.”

The campaign has been promoted via Facebook and Instagram and in nine pilot airports across the UK, including Manchester, Bristol, Birmingham and Gatwick. These airports will collaborate with airlines and other aviation stakeholders to promote the campaign through digital screen signage, POS display, F&B retailer notices and a dedicated police leaflet.

Aviation Minister Baroness Sugg commented: “Disruptive passengers have the potential to ruin other people’s flights, and this campaign is an important new step to ensure all passengers are aware of the consequences they face if they behave disruptively after drinking before or on board a flight.”