LONDON (AP) — Britain's advertising regulator yesterday sought action against Ryanair for advertising it alleges is misleading and unfair.

The Advertising Standards Authority said the Dublin-based budget airline had repeatedly breached regulations.

Last week, Ryanair filed a complaint to the Office of Fair Trading about alleged "unfair procedures, bias and factually untrue rulings" by the ASA.

The ASA alleged that Ryanair Ltd. exaggerated claims about the availability of flights at the advertised price; publicised prices that exclude taxes and charges; made derogatory comparisons with competitors; and hid significant flight restrictions.

"The ASA has given Ryanair every opportunity to put its house in order and ensure that its advertising adheres to the codes. Instead, they have continued to mislead consumers and denigrate competitors," said Christopher Graham, director-general of the ASA.

The agency said it last referred a complaint about a company to the Office of Fair Trading in 2005.