Tweet lands Alton Towers in trouble
Alton Towers broke advertising rules when it posted a tweet about discounted short breaks last Easter.
The tweet, seen on March 12, said: "Don’t miss our cracking Easter short break offer – where Kids Go FREE! Stay overnight with breakfast included, enjoy early access to selected rides and get your 2nd Day FREE in the Theme Park – all from just £55pp. Book before 15th April 2018".
However, a user complained to advertising watchdogs after finding that the cheapest hotel stay was £80 per person and also that it was cheaper to travel without children.
Their complaint was upheld by the Advertising Standards Authority after it found that no more than 8% of rooms were available at £55 during the Easter holidays. During Easter Monday, only 2% of rooms were available at the lead in price.
The ASA also found that the phrase ‘Kids go Free’ was misleading as this referred only to the child’s entry to the theme park on the second day, and there was usally a charge associated for the room and breakfast.
In its defence, Alton Towers admitted that the tweet could have made clearer that the element of the package that was free related to the theme park entry only. It said it had now removed the promotion.
The ASA told the resort that the ad must not appear again in its current form. Alton Towers’ parent Merlin Entertainments was also told to ensure that a ‘significant proportion’ of short breaks were available in a relatively even spread across the travel period in their future marketing.
"We also told them not to claim or imply that a child’s stay was free if that was not the case," added the ASA.
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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