Agents ‘risk fines over new ad rules’


Ian Taylor and Juliet Dennis


Travel agents risk incurring fines from the Competition and Markets Authority (CMA) if they fail to identify organisers of package holidays in all advertising, a leading travel marketer has warned. The requirement to identify


tour operators in all ‘invitations to purchase’, including window cards, websites, social posts, emails and print promotions, came into force last year under the Digital Markets, Competition and Consumers (DMCC) Act, which imposed new rules on pricing. Writing in Travel Weekly, Steve


Rushton, director of Travel Marketing Systems, warned: “The travel industry has spent a lot of time focusing on


CMA guidance regarding pricing transparency. But the requirement to make clear who the customer is buying from deserves more attention.” Until now, agents have typically


left details of the holiday provider “in the background until the quote or booking stage”, said Rushton, but this is no longer permitted. He said: “Many businesses do not


appear to have fully adapted their marketing. You still see [window] offer cards showing a destination, hotel, departure date and price, but nothing identifying the principal behind the offer.” Industry lawyer Farina Azam,


partner at Fox Williams, confirmed: “The DMCC Act makes it an offence to omit ‘material information’ from an invitation to purchase. This includes the identity of the trader and


Greece set to clarify policy on EES for UK passport holders


Ian Taylor


Authorities in Greece were understood to be preparing to clarify their policy on biometric border checks for UK passport holders under the EU Entry/Exit System (EES) as Travel Weekly went to press. But reports suggest UK travellers


continue to enter and exit Greece without being required to register fingerprints and photos, unlike at other EU borders. Jet2 urged other EU states to


follow Greece’s example, with chief executive Steve Heapy saying: “We


6 30 APRIL 2026


applaud the Greek authorities for acting in the best interests of UK holidaymakers.” The Greek National Tourism


Office in London declined to comment. However, GNTO secretary general Andreas Fiorentinos said: “UK holidaymakers are vital to Greek tourism, and facilitating their travel to Greece remains a strategic priority.” The Greek Embassy in London


first issued notice that UK visitors would be exempt from submitting biometric data, stating on its website and in social media posts on April 17: “British passport holders are exempt


You still see


[window] cards showing a destination and price, but not the principal


any other person on whose behalf the trader is acting. A retail agent acting on behalf of a principal [operator] must include the principal’s name, business address and email address.” Azam cited agent concerns


around fitting all the information into an advert and consumers contacting the operator direct, but warned: “Failing to provide this information is automatically unlawful and could result in enforcement action.” Agency consortia said they were advising members on the issue.


Santorini Advantage Travel Partnership


marketing director David Forder said the reputational and financial risks of non-compliance were “significant” and encouraged a “proactive approach”. The consortium has hosted a


CMA webinar, updated member guidance and ensured marketing materials for members are compliant. “We’ve focused on helping


members turn complex regulation into practical action,” said Forder. The Travel Network Group


said materials created for members were reviewed. Marketing director Ross East added: “Where offers are presented as packages provided by one of our business partners, this is clearly signposted, with relevant partner information transparently included in


the associated terms and conditions.” i Comment, page 14


from biometric registration at Greek border crossing points.” However, the posts were


subsequently deleted and a Greek ministry of police statement said: “Greece is taking all necessary measures to manage border points within the framework [of EU regulation].” The UK Foreign Office continues


to advise: “Greek authorities have indicated they will not collect biometric data for UK travellers.” Sunvil Group managing director


Chris Wright reported this week: “I passed through four airports [in Greece] last week and UK passengers


were moving through dedicated queues without biometric checks and without delay.” He said: “Greece appears to have


made a pragmatic call and stuck with it. My sense is Greece will ride this out until the pre-registration technology is ready, rather than create disruption mid-season.” Yet the EC continues to insist that


“blanket exemptions for nationals of specific third countries” are not part of the legal framework for EES, and suspension of biometric data collection is possible only “at specific border points for a limited amount of time”.


travelweekly.co.uk


PICTURE: Shutterstock/MITCHphoto


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52