Advert for cheap cross-Channel fares banned
An advert for cheap cross-Channel ferry tickets has been banned after the website AFerry failed to prove that the offer was genuine.
The Advertising Standards Authority launched an investigation into the banner ad for £7 tickets from Dover to Calais and Dunkerque after a customer complained that the advertised fares were unavailable when they attempted to book.
It ruled that the advert was misleading as the evidence AFerry provided to the ASA did not demonstrate that the advertised prices were genuine.
The advertising watchdog told AFerry to ensure that in future it holds adequate substantiation to show that its quoted prices are based on genuine prices.
In its ruling, the ASA added: "We told them to state prominently when prices were subject to limited availability if that was the case, to state when prices were last updated, when those prices were subject to change, and to have processes in place to make sure prices were updated frequently. We told them to withdraw promptly or amend their advertising when prices were no longer available."
AFerry has promised to ensure that future ads make clear that prices are subject to limited availability, are liable to change and are updated frequently.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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