Recent EASA rule changes have been made that allow ride sharing and advertising:Cost sharing by private persons
The maximum number of people who can share the direct costs of a flight has been increased from four to six, including the pilot. Direct costs include fuel, airfield charges and any aircraft rental fee. Any other costs not directly related to the flight, for example the annual cost of keeping, maintaining and operating an aircraft, cannot be shared and no profit can be made.
The requirement for those costs to be shared equally has been removed. How much each individual person pays is not prescribed, but the pilot must pay something.
A flight can now be advertised in advance, but it should be made clear that it is a cost sharing flight, and not commercial air transport under an Air Operator’s Certificate (AOC), since it is an offence to advertise the sale of a public or commercial air transport flight without being in possession of an AOC.
This aims to allow cost sharing between friends and colleagues and not to provide an air taxi service to members of the public.
Both EASA and non-EASA aircraft, including those on a permit to fly may be used, although the if the aircraft is being hired for the flight, it must have either a Certificate of Airworthiness or be a type approved permit to fly aircraft which is already permitted to be used for self fly hire within the terms of the relevant exemptions.
There is also a section I didn't quote about some organizations being allowed to charge for (and even profit) on introductory flights flown only by private pilots - provided the private pilot is uncompensated; more info on the UK CAA web site: