Crackdown on misleading advertising on travel websites
By Darren Cronian on Saturday, February 12th, 2011

Travel companies could find themselves in hot water from March when the Advertising Standards Authority (ASA) introduces new powers to regulate commercial websites. It is also good news for consumers who will be able to complain about misleading information.

Crackdown on misleading advertising on travel websites

New powers to regular commercial websites

Previously the ASA were only been able to monitor traditional advertising such as newspapers and television. So let’s pretend that an online travel agency suggests that they offer the cheapest holidays to Spain but they cannot back this up, they could be asked to remove that statement.

Thousands complain about content

Last year 2,500 people complained about website content to the ASA, but under the old rules they were unable to deal with the companies concerned. Miss selling still goes on to this day, and some travel companies will claim anything to get consumers on to their website and booking with them.

From March 1st, the ASA’s online remit will be extended to cover marketing communications on organisations’ own websites and in other non-paid-for space under their control. The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing will apply in full to marketing messages online

Time for companies to stop misleading

This is a great opportunity for consumers to highlight misleading information especially when it comes to selling flights and holidays. I suspect we’ll hear much more about the new powers in the news – I can see a certain low cost airline getting their hands slapped.


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4 responses to “Crackdown on misleading advertising on travel websites”

Zoey | 12 February, 2011 at 9:17 am

Despite the mention of the ASA looking at “…non-paid-for space”, I’ve heard rumblings of this affecting travel website’s PPC claims as well Darren. (Even though PPC guidelines say you have to substantiate ad text on a landing page, it doesn’t always work out that way). Heads up to keep checking those lead in prices in ads!

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christine | 25 February, 2011 at 7:25 am

It is a good effort by ASA to check on misleading information on holiday packages. Many of us come across such misleading facts.

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Charlie Berger | 28 February, 2011 at 6:18 am

It’s unfortunate that people as well as companies have to be that way. Your going to find that in every business. And I think it’s a great ideal to let the consumers voice be heard. This will help clean up the industry.

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Nick Mills | 1 March, 2011 at 1:08 pm

It is definitely a move in the right direction. Buying a holiday or a flight, or booking accommodation, is just like purchasing any other product. Why should businesses be allowed to mislead the consumer?

It is easy to say that the consumer has the power to search around, and doing that certainly shows up the falsity of many website claims, but many people don´t do it! That is a shame, but it is a fact and if they end up spending more, or not getting what they think they paid for, so long as the business did not mislead that is the consumer’s fault. However, if the business knowingly misled, then there should be some penalty.

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