GUIDANCE ON THE APPLICATION OF THE CODE OF CONDUCT
12 August 2015
Advertising
Full accurate information Be able to back it up Honest, decent and truthful Availability: consumers must have reasonable prospect of obtaining the advertised fare. If availability is limited, make that very clear
Availability
The Advertising Standards Authority has adjudicated on several complaints regarding flight and holiday advertisements and the availability of the products. It has produced some advice based on its findings:
state that prices are from… if not all of the flights or holidays are available at the advertised price; ensure that you have enough flights or holidays at the lead-in price so that consumers have a reasonable prospect of obtaining it. A minimum of 10% of the seats available must be offered at the from price;
Seats available at the from price must be spread reasonably evenly across the travel period. Also, if there are significant periods when you can’t offer the from price, you need to state this. This could be no availability on bank holidays or weekends, for example.
let consumers know if availability is limited, e.g. by saying Hurry - last few or something similar. If, for example, you don't have control over the supply of the product and the flight or holiday may be sold out, or of very limited availability by the time the advert appears, you should cover this by stating When it's gone, it's gone, or similar.
Window Cards
We've put together some suggestions regarding window cards that you may like to adopt and that should assist you to avoid complaints:
(i) The aim of your window cards must be to give the clearest possible indication to consumers of the price they'll have to pay for their holiday and to avoid giving any indication that could be deemed to be misleading.
(ii) Window cards should be easily readable (minimum font size 12) and include the full price of the holiday. All additional extras that the client will have to pay, e.g. TOD fees and fuel supplements, must be included in the stated price. The use of tick boxes is a good way of clarifying what's included in the price.
(iii) In order to avoid giving a misleading price indication you should ensure that your window cards are checked as a minimum on a daily basis. Consider writing on the reverse of the card the date, time and initials of the member of staff carrying out the check.
(iv) It's best practice to have a procedure in place for checking and documenting your window card displays. It's suggested that the procedure could identify who has responsibility for checking the window cards, for double-checking and for carrying out spot checks. Ideally a senior member of staff or an Area
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