Booking.com vindicated over ‘swear word’ ad
Booking.com has been vindicated on four counts after thousands of complaints over an ‘offensive’ TV and cinema ad.
Most of the 2345 complaints argued that the ad, which said ‘it doesn’t get any booking better than this. Look at the view, look at the booking view. This is exactly what you booking needed’, substituted the word ‘booking’ in place of a swear word.
They questioned whether the advert was ‘offensive’, ‘irresponsible’ and likely to ‘encourage swearing amongst children’.
But the Advertising Standards Authority said it had not upheld any of the four issues arising from the advert, following its investigation.
Netherlands-based Booking.com – part of the Priceline Group – had said the ad was to reinforce brand recognition and association in respect of the word ‘booking’ as both a company name and website URL.
The ASA ruling said: "Although we acknowledged that the placement of the word was redolent of the use of expletives we noted that the ad did not expressly use any explicit language and therefore concluded that, although some viewers might find the connotation and word play distasteful, it was unlikely that the ad would cause serious or widespread offence.
"We also considered that as the ad did not contain an expletive it was unlikely in itself to promote the use of such words and that those children who were old enough to realise the innuendo would be likely to understand that the humour was derived from the substitution rather than the use of an expletive."
Diane
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Airbnb eyes a loyalty program but details remain under wraps
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026