The Advertising Standards Authority (ASA) published two rulings this week, including upholding a motion to ban an advert from holiday firm, Haven.
Seen on Facebook on 22 December 2024, the ad featured an image of a swimming pool and a caravan holiday park. Text on the paid-for social post stated: “Penally Court 4 nights from £55*”.
The small print on the ad read: “*Price based on a Hideaway break in selected grades outside of school holidays”.
A link on the advert went to a secondary ad posted on the holiday company’s website. The text read: “b. The website www.haven.com featured text, which stated, “Accommodation at Penally Court. Caravans 4 nights from £59”.
The complainant challenged whether the claims of “4 nights for £55” and “4 nights for £59” were misleading as they were unable to find dates at the advertised prices.
Haven Leisure responded to the complaint stating that there should have been five dates available at the advertised price points. However, only one was available to book as two dates had sold out and the other too had been incorrectly priced too high.
It added that there was a lower availability of caravans at Penally Court Holiday Park – in Tenby, South Wales – compared to their other parks, which had not taken into consideration when making the price claim.
The firm reported it had removed the price claims and would “ensure promotional prices were dynamically updated in the future.”
The watchdog ruled that the ad had broken CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation), 3.17 and 3.22 (Prices).
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Bargain Booze
The regulator made one other ruling this week, banning a paid-for social ad for alcohol retailer Bargain Booze.
Seen in December 2024, the ad ran on Facebook and Instagram. It ad showed Santa arriving at a Bargain Booze shop in a red car. He looked down the aisles at the alcohol available and matched customers to different products, deciding whether they were naughty or nice.
It was challenged by the ASA as the ad featured Santa and therefore could appeal to those under 18.
Bargain Booze responded to the watchdog’s concerns acknowledging that while Santa held appeal for minors, he is also a favourite many adults. It added that the social posts did not show anyone drinking or depict anyone under the age of 25.
The ASA said: “The ads contained many nostalgic Christmas elements, including Father Christmas in his full traditional costume and playful festive music. We considered that the overall impression of the ads was reminiscent of classic Christmas family films, which would be familiar, and therefore appealing, to children of all ages”
It added that the ads breached CAP Code (Edition 12) rules 18.14 (Alcohol) and must not appear in the form complained of again.
