Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Many different types of travel products are available, from no-frills airlines to fully organised tours. The requirements of each niche marketer might be slightly different but all have to conform to the CAP Code and have broadly similar responsibilities to avoid consumer disappointment. Although there are no specific ‘travel’ rules, travel marketers should hold substantiation for claims capable of objective assessment, should be able to provide evidence to the ASA on request (Rule 3.7), should not mislead (Rule 3.1), should not quote inaccurate prices (Rule 3.17) and should be able to demonstrate adequate availability (Rule 3.28). There are additional considerations for marketers offering travel promotions, particularly those wishing to run ‘free’ flight offers.
Marketers also need to ensure that they do not mislead in other ways, for example, stating prices quoted are for a single, not a return fare. Generally speaking, consumers are likely to infer that fares quoted are for return journeys unless otherwise stated. Moreover, fares that are sold only as a return journey should not be halved to give a misleading one-way fare (British Midland Ltd, 29 May 2002) if it is not available. Marketers should not mislead or exaggerate: the facilities they offer (Virgin Atlantic Airways Ltd, 16 June 2004), what’s included in the price (Flightbookers Ltd, 1 October 2003), the availability of the fares (British European, 21 January 2004 and 18 August 2004) or major terms and conditions, such as the requirement to stay a Saturday night or dates excluded for travel. Marketers should not disappoint consumers or give them justifiable reasons to complain.
CAP has drawn up two Help Notes for the travel industry: one offers advice on airport names, taxes and availability and the other relates to compulsory travel insurance. Marketers may refer to the Help Notes or the separate entries within the ‘Travel Marketing’ section.
Last modified : 26 July 2010