Watchdog Bans Misleading Hotel Adverts Promoting Cheap Rooms
The Advertising Standards Authority (ASA) has taken a strong stance against misleading hotel advertisements that promote cheap room rates. The watchdog highlighted the issue of advertised prices often being available for only one night, which can mislead potential customers. In light of these findings, the ASA has cautioned Travelodge to ensure that future deals are available across a broader range of dates.
Travelodge’s Response to ASA Findings
A spokesperson from Travelodge acknowledged the importance of transparency in pricing. The company is collaborating with Google to enhance the clarity of its advertisements in compliance with ASA guidelines. Notably, Travelodge had already removed the problematic advert prior to the ASA’s ruling.
Other Companies Under Scrutiny
- Booking.com: Similar issues were raised against this online travel agency. Booking.com defended its practices by providing a screenshot showing that seven bookings were confirmed at the advertised prices. A representative stated that the platform accurately reflects pricing and availability at the time advertisements are displayed.
- Accor: The hotel group argued that its adverts were truthful, claiming room availability at or below the advertised headline prices following the ads’ publication.
- Butlins: This staycation chain faced criticism for altering the deadline of a sale it promoted via email.
Commitment to Advertising Standards
As a result of the ASA’s oversight, companies are being urged to maintain higher standards in hotel advertising. Compliance with these regulations is essential to provide consumers clear and honest information when booking accommodations.
In summary, the recent action by the ASA serves as a reminder for hotels and online booking platforms to ensure their promotional practices are transparent and compliant with advertising standards. The emphasis on transparency is crucial for building trust with consumers in an increasingly competitive market.
