U.S. Airways says it will begin selling advertisement space on its air-sickness bags.

The move, which some simply find a bit misplaced, comes amid an effort to help the airline make money in the face of rising fuel costs.

U.S. Airways spokesman Phil Gee says the new ads will show up starting September.

According to the Associated Press, America West, which merged with U.S. Airways last year, had the first ads in the industry on tray tables. It also had the first airline gift cards and the first in-flight meals for sale.