This snapshot report provides a data-driven view of how effectively the advertising rules on environmental claims are being followed across the UK travel agent sector. Using insights from our AI-based Active Ad Monitoring system, it examines paid-for online ads – including social media, paid search and display – served to UK users between August 2024 and June 2025.
Of the 362,000 unique ads reviewed, fewer than 1% (319 ads) contained any environmental claims, suggesting that very few travel agent ads reference sustainability at all. Of those that did, 33% appeared likely compliant with the rules, while 67% were likely non-compliant. The non-compliant claims typically used vague, absolute or unqualified terms such as "eco-friendly" or "green", or made broad statements about sustainability, sector-specific technologies, comparative benefits, or featured environmental claims in product names.
Informative and accurate environmental claims help people make better, more responsible choices and provide clarity around any genuine environmental initiatives. The findings suggest some uncertainty in the sector about how to communicate environmental messaging in line with the rules, and a high risk of misleading claims where environmental wording is used. This underlines the need for continued monitoring and support for industry, alongside action where the rules are broken – a focus the ASA will continue to prioritise.