ASA Non-broadcast Adjudication: Thomson Travel Group

Complaint

Thomas Cook objected to a brochure for summer holidays available from Lunn Poly travel agents. The front page of the brochure was headlined "PRICE BREAKERS Prices from £99"; the smallprint at the bottom stated "see page 2". Page 2 of the brochure stated "One week self-catering from £99 ... Based on 4 adults sharing a 1 bedroom apartment for 7 nights on a self-catering basis from the 'Costa Brava Self Catering Value Selection' in Costa Brava departing on Tuesday 3rd October 2000 from London Gatwick, flight code 18185." The complainants objected that the brochure gave a misleading impression of the number of holidays available at £99.

CAP Code (Edition 11)

Ruling

Complaint upheld

The advertisers said that they had ensured the advertisement complied with the DTI Code of Practice for Traders. They pointed out that they had stated "see page 2" under the claim "Prices from £99" and that page 2 stated clearly that one holiday package was available for the advertised price. They asserted that after 12 July they had made available for £99 at least 10% of that holiday package. The Authority was concerned that, in a brochure containing a very large number of holiday packages available from May until October, only one package to one destination was available for £99 and only for three dates in October. It considered that the front of the brochure exaggerated the number of holidays available for £99. The Authority asked the advertisers to ensure that future advertisements did not exaggerate the availability of holidays at a particular advertised price.