Ad description
A paid-for Google ad for Attraction Tickets, an online seller of theme-park, sight-seeing and excursion tickets, seen on 19 August 2026, stated “Find A Lower Price & We'll Match It".
Issue
The complainant challenged whether the claim “Find A Lower Price & We'll Match It" was misleading because it only applied to prices charged by ABTA and ABTOT members.
Response
Attraction Tickets Ltd t/a Attraction Tickets said that their price promise was subject to several terms and conditions, including the requirement that the lower priced ticket was available from an ABTA or ABTOT member. They said that the vast majority of travel companies were members of a regulatory body and consequently had to abide by their code of conduct and trading standards, so they did not view that requirement as onerous.
They said that the restrictions and full terms of their price promise were clearly set out on the relevant page of their website. They said that for paid search advertising, they worked within Google’s strict character limits, which restricted the detail they could include in the ad itself. They therefore sought to communicate the headline price promise in the ad, with the full terms and qualifying conditions available to customers via their website.
Attraction Tickets noted that the CAP Code recognised that consideration should be given to time or space limitations within the medium used and to the steps advertisers took to provide the relevant information by other means. They believed the qualification was clearly communicated through the terms of their price promise. However, they recognised the concern raised and as a precautionary measure had removed the wording “Find A Lower Price & We’ll Match It” from their paid search advertising pending the outcome of the ASA's investigation.
Assessment
Upheld
The CAP Code required that all marketing communications must state significant limitations and qualifications. The Code also required qualifications to be presented clearly.
The ASA considered consumers would understand from the claim “Find A Lower Price & We'll Match It" that any lower-priced ticket would be matched without exception. However, we understood that was not the case because only lower priced tickets from an ABTA or ABTOT member would be matched. We considered that that restriction was significant information that was likely to affect consumers’ understanding of the price match claim.
We acknowledged that the restrictions and full terms of the price promise were set out on a page of Attraction Tickets’ website. However, that page was at least two clicks away from the ad and consumers would have only been aware of the restrictions if they had clicked from the ad via the landing page on the website through to another page of the website and read it, which was not a necessary step before buying tickets.
We considered that the restriction that the price match promise only applied to lower-priced tickets from an ABTA or ABTOT member was a significant qualification that should have been included in the ad itself. We further considered that the ad was not limited by time or space to such an extent that the information could not have been provided. We therefore concluded that the claim “Find A Lower Price & We'll Match It" was misleading.
The ad breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising) and 3.9 (Qualifications).
