How is this a failure? The old boarding pass contained advertisements too, and actually much more of them. The requirement for ads was clearly addressed in the

How is this a failure? The old boarding pass contained advertisements too, and actually much more of them. The requirement for ads was clearly addressed in the article: Section 4: Promotional space A large part of Ryanair’s revenue is generated by ancillary income, so allowing for ad space was an important business requirement. So that's that. It's income, and part of keeping the costs down. I don't mind as long as I can hide them by folding the paper.