United's CEO bought a full page ad in dramatic apology for passenger dragged off plane

United Airlines is still trying to make right with the public after a passenger was forcibly dragged off one of its planes in early April. 

On Thursday, the airline published a full-page ad in several major US newspapers in which CEO Oscar Munoz apologized for how the customer was treated and how the situation was handled. 

Munoz also outlined how the company is changing its policies so that an incident like this never happens again. 

The ad, which ran in the Washington Post and the Wall Street Journal, reads: 

We can never say we are sorry enough for the shameful way one of our customers was treated aboard United's flight 3411.

That day, corporate policies were placed ahead of shared values. 

And procedures got in the way of employees doing what they know is right. 

As CEO, responsibility ultimately falls on me. 

Meaningful actions will speak louder than words. Starting today, United is changing how we fly, serve and respect our customers: 

The CEO also shared six changes the company is making to better serve customers. 

Law enforcement will not remove customers from a flight and customers will not be required to give up their seat once on board - except in matters of safety or security. 

In case of overbooking, we will identify volunteers much earlier. 

We will increase incentives for voluntary rebooking up to $10,000. 

We will have a dedicated team to find other travel options for customers who give up their seat. 

We will eliminate the red tape on permanently lost bags with a new no-questions-asked $1,500 reimbursement. 

We will develop new tools and training for employees to solve issues for our customers in the moment. 

You can see the full add below. 

United has been under fire ever since a passenger was forcibly removed from one of its flights earlier this month. 

The incident happened on April 9 aboard a plane in Chicago heading to Louisville. The passenger, 69-year-old David Dao, was dragged off the plane by Chicago Aviation police officers after refusing to give up his seat on the plane.  A fellow passenger recorded the incident and the video quickly went viral.

The video sparked public outrage, not only against United, but against the airline industry in general for its practice of overbooking and treatment of passengers.