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:<p><pre><code>  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.
</code></pre>
So that&#x27;s that. It&#x27;s income, and part of keeping the costs down. I don&#x27;t mind as long as I can hide them by folding the paper.