Ryanair has been criticised for not stating what percentage of money generated by a scratchcard sold on board its aircraft goes to nominated charities highlighted by the company in its sales pitch.
The €2 "fly to win" scratchcard offers purchasers the chance to win prizes, including a new car and flight voucher,s and states that "a contribution will be made to children's charities in the UK, Ireland and throughout Europe."
However, it does not state what percentage of the money goes to the charities, Childline and the The Jack & Jill Foundation (Ireland).
Ryanair, whose chief executive, Mr Michael O'Leary, is known for his prowess in developing innovative new sources of revenue, yesterday acknowledged that the scratchcard was a commercial initiative for the company.
A spokesman for the company said no "predetermined percentage" was given to the charities, because the card was not a charity scratchcard. The card is similar to those operated by other airlines, he added.
"It is a commercial scratchcard sold by the company. People have a one-in-10 chance of winning something, which is better [ odds] than the National Lottery," he said.
In an earlier statement, the company said it would "determine the exact amount to be donated to these charities at the end of this game, which will be some time early in the new year.
"The scratchcard has so far proven to be a great success, so we anticipate that the donation will be significant."
But Mr Dermott Jewell, of the Consumers' Association of Ireland, said purchasers of the scratchcard were entitled to know how much of their money was going towards helping the charities. The issue was similar to problems which some consumers have experienced in purchasing charity Christmas cards, he said.
"By not saying, naturally people are going to suspect it is not a huge amount [ in percentage terms]. They would be doing themselves, and their clients, a huge favour by saying what it is."