Ad description
An e-mail from Reader Offers had the subject line "Enjoy the Glamour and Thrill of the 2014 Monaco Grand Prix together with Luxury Cruising from just £1,399 per person". The e-mail stated "ENJOY THE 2014 GRAND PRIX WITH ALL INCLUSIVE LUXURY CRUISING ... This weekend sees the 72nd running of the Monaco Grand Prix, the jewel of the formula one crown ... You too can witness this incredible spectacle first hand in 2014 ... Do not miss out and experience the glamour of Monte Carlo, the thrill of the racing and then the calm of luxury cruising ... you will have pre-booked seats for the race ... ". Five cruises were listed in the e-mail with the last named as "The No-Fly Cannes Film Festival/Monaco Grand Prix Cruise". Text stated "PLEASE NOTE DOES NOT INCLUDE EXCURSION TICKETS".
Issue
A recipient challenged whether the e-mail claims that cruise passengers would see the Monaco Grand Prix were misleading, because the "The No-Fly Cannes Film Festival/Monaco Grand Prix Cruise" did not dock in Monaco or include tickets for the Monaco Grand Prix.
Response
Readers Offers said the e-mail clearly stated that the "No-Fly Cannes Film Festival/Monaco Grand Prix Cruise" did not include excursion tickets for the Grand Prix. They were unable to provide a trip to Monaco, because it was not an optional excursion offered by the cruise company, although it would be available as an optional excursion in 2014 via Nice. They said the Monaco Grand Prix was easily reached from Nice, where the ship docked.
Readers Offers said although they recommended their clients to book the organised shore excursions to secure tickets, some clients preferred to make their own arrangements and therefore the e-mail covered cruises to suit all budgets.
Assessment
Upheld
The ASA noted the cruise was named "The No-Fly Cannes Film Festival/Monaco Grand Prix Cruise", but understood that the ship did not dock in Monaco and, at the time the e-mail was distributed, the cruise company was not offering excursions to the Monaco Grand Prix. We understood that clients who took up the advertised offer would have to organise their own tickets and trip from Nice if they wanted to see the Grand Prix. We noted since the e-mail had been sent, Readers Offers were aware that an optional excursion to the Monaco Grand Prix via Nice would be added in 2014. Whilst that excursion might be available to those clients who had taken up the offer, we understood it would be available at an additional cost and would not be included in the cruise price quoted in the e-mail.
We noted the claim "PLEASE NOTE DOES NOT INCLUDE EXCURSION TICKETS" in the description of the cruise, but nonetheless considered that it contradicted, rather than clarified, the claim "... Monaco Grand Prix Cruise". We also considered that consumers were likely to understand from the e-mail subject line, "Enjoy the Glamour and Thrill of the 2014 Monaco Grand Prix ...", and headline, "ENJOY THE 2014 GRAND PRIX WITH ALL INCLUSIVE LUXURY CRUISING" that all the listed cruises would include a trip to the race. It was not sufficiently clear from the e-mail that the cruise was different from the others listed and clients would have to organise the excursion themselves.
We therefore concluded that, because the cruise docked at Nice and did not include an excursion to the Monaco Grand Prix, the claim "The No-Fly Cannes Film Festival/Monaco Grand Prix Cruise" was misleading.
The e-mail breached CAP Code (Edition 12) rules 3.1 3.1 Marketing communications must not materially mislead or be likely to do so. (Misleading advertising) and 3.9 3.9 Marketing communications must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify. (Qualifications).
Action
The e-mail must not appear again in current form. We told Readers Offers to ensure that future advertising accurately reflects the cruise details.
