Ad description
A paid-for Meta ad for Zedwell Hotels, seen on 19 August 2025. The ad featured an image of the hotel’s interior with the claim “YOUR OWN SPACE IN THE HEART OF PICCADILLY” and “FROM £20 P/NIGHT”. The caption stated, “Get your own space in the heart of Piccadilly from just £20/night!” Below the image, further text stated, “From £20 p/night” next to a clickable “Book Now” button, which directed to Zedwell Hotels’ website.
Issue
The complainant, who could not find any rooms in Piccadilly at the advertised price, challenged whether the ad was misleading and could be substantiated.
Response
Criterion Hospitality Ltd t/a Zedwell Hotels stated that “from £20 per night” was a genuine promotional rate launched on 19 August 2025 via a Meta ad linking to their live booking platform. The campaign ran from 8 August to 9 September 2025, and prices were set by a dynamic pricing model. The promotion related to a new capsule-style, hostel-format property distinct from Zedwell Piccadilly.
They said that between 19 August and 27 November 2025, the £20 promotional rate was available for over 70% of stay dates. They explained that rooms at the promotional rate often sold quickly due to high demand, but that this demonstrated regular, genuine availability rather than a nominal offer. They provided a table which listed, by date, the minimum price and total rooms available. They clarified that rooms were not pre-assigned to price tiers, and that the £20 rate appeared in the live inventory through their dynamic pricing model when triggered by a number of factors. They further provided confidential sales data for the period of 8 August to 9 September which detailed the rate for each booking over that period.
Assessment
Not upheld
The ASA considered that consumers would understand the claims “FROM £20 P/NIGHT” and “from just £20/night” to mean that a significant proportion of rooms would be available to book at £20 per night.
We understood the promotion was distinct from Zedwell Piccadilly and related to a capsule-style hostel, Zedwell Capsule Hotel, also located in Piccadilly. We reviewed the evidence supplied, which included a sales report for all bookings made between 8 August and 9 September 2025. We noted that rooms priced at or below £20 were available on 70% of stay dates throughout the campaign.
We further reviewed data provided to us covering an indicative period between 19 August and 2 September 2025. We assessed the total number of bookings charged at or below the £20 rate for this period, the three weekends included in the data (22–24 August, 29–31 August, and 5–7 September), and the day the ad was seen by the complainant. For each of these time periods, we considered there was a significant proportion of rooms available to book at the advertised price. For those reasons, we concluded the advertised price was substantiated, and the ad was therefore unlikely to mislead.
We investigated the ad under CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation), 3.17 and 3.22 (Prices), but did not find it in breach.
Action
No further action necessary.
