The ad, created by , showed a photograph of a woman and a child standing on land covered in cattle carcasses with a plane and several vapour trails in the sky.
Text across the photograph stated: "Just cut down on the flying, that's all we ask".
Text underneath claims: "Climate change already kills over 160,000 people a year. In Africa, 185m people will die of diseases directly attributable to climate change. Drought will leave hundreds of millions without food.
"Flights taken by UK citizens already create the equivalent of almost 20% of the UK's climate damage."
The ad also contained a cigarette-pack style health warning stating "Health Warning - Aviation growth will destroy our chance of tackling global warming".
All four complainants challenged whether the claim about flights creating 20% of the UK's climate damage could be substantiated.
Two of the four complainants challenged the other claims mentioned above.
The upheld the complaints about the 20% claim, noting that the calculations and had used as a basis for the claim were their own and were not officially recognised.
It also noted that there was no agreed method of attributing international aviation emission figures to specific countries.
The advertising watchdog also upheld the complaints about the number of people in Africa who will die of diseases directly attributable to climate change.
It noted that the claim was based on a report by but also noted that the report stated the figure of 185m was an estimate of the number of deaths that would be caused by climate change associated diseases in sub-Saharan Africa by the end of the century.
It concluded that given the figure was based on estimates and a worst case scenario of a six degrees temperature rise it considered that such an unconditional and unqualified statement was unsupported and therefore misleading.
The other complaints were not upheld.
In a separate adjudication the following complaints that its claim to be sustainable was misleading.
The ASA received three complaints about the ad, created by Kugel Limited, from people who believe that cotton is a pesticide and insecticide-intensive crop and could seriously deplete groundwater supplies in the High Plains of the US where much of the country's cotton is grown.
The magazine and poster ad stated: "Soft, sensual and sustainable, it's Cotton USA!"
The advertising watchdog upheld the complaints, noting that best practice guidance on environmental claims in the Department for Environment, Food and Rural Affairs "Green Claims Code" stated that, although sustainability was a widely used term, it was not defined by a common methodology when applied to products and therefore claims containing the words "sustainability" and "sustainable" should be avoided.