TV holiday ad banned for ‘encouraging parents to break law’
A TV advert for Center Parcs has been banned by advertising watchdogs who claimed it encouraged parents to take their children on holiday during term-time.
The Advertising Standards Authority branded the advert for midweek breaks as "irresponsible".
It showed parents and school-aged children enjoying various activities at its resorts during a four-night mini-break, priced from £279, but the small print stated the offer "Excludes school holidays".
The ad was banned as two viewers challenged whether the ad was irresponsible because it encouraged parents to take their children out of school during term time.
A Center Parcs spokesman said the ruling was "extremely harsh".
Clearcast, the advertising clearance service which approved the advert, said the issue of holidaying during term time was the responsibility of parents.
But the ASA ruled that the Center Parcs advert had crossed a line by featuring children enjoying various activities while promoting an offer that was only available when they should be at school.
It said: "We considered the emphasis of the ad was on a family break and that the overall impression was that families could take advantage of the advertised offer, which was not available at weekends or during school holidays.
"We also noted the final on-screen text stated ‘Your family. Your time’, which we considered was likely to be an encouragement for parents to take up the offer.
"Because the ad had focused on a family break to promote an offer which was available only during term time, we concluded it irresponsibly encouraged parents to take their children out of school."
A Center Parcs spokesman told the BBC: "Center Parcs has always adhered to the ASA processes and guidelines and the approach with this particular TV commercial was no different.
"Our ad shows a number of families, with children of varying ages, enjoying some of the activities that are available at Center Parcs.
"We do not believe the ad encourages parents to take their children out of school and it is very clear that the price displayed excludes school holidays. This approach was taken based on the advice we were given by the ASA themselves.
"In our opinion, this ASA ruling represents a new interpretation of the guidelines.
"However, whilst we believe this ruling to be extremely harsh, we do of course take on board the ASA’s comments and will continue to work within their guidelines."
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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