The ASA has recently investigated and upheld a complaint against an advertisement for discounted flights. The advertisement stated “50% off our lowest winter fares”. Small print at the bottom of the advertisement stated “taxes and charges are not included in the discount”. The ASA adjudicated that the advertisement breached the Code because it quoted the savings claim exclusive of taxes and charges which was unacceptable under clause 15.2 of the CAP Code.

The Compliance Team has written to airlines asking them to ensure that if advertisements make savings claims in future, these savings will be calculated on full tax inclusive prices.

We would be grateful to receive CAP member’s co-operation in ensuring marketers compliance with these requirements. Please consult the CAP Copy Advice Team if you are unsure of the Code’s requirements.