Environmental claim by travel company found in breach of rules

The ASA investigated a paid Google advert by Thomas Cook Tourism (UK) Company Ltd promoting the “Sandos Caracol Eco Resort”. The regulator questioned whether the environmental claim “Eco Resort” was sufficiently explained and whether consumers could understand the basis for the claim.

Thomas Cook said the wording had been generated automatically through Google advertising tools and reflected search terms used by consumers. The company explained that the hotel had previously been known by a similar name and, after being contacted by the ASA, took steps to prevent the term from appearing in future search ads.

The ASA upheld the complaint, finding that consumers would see “Eco Resort” as both part of the hotel’s name and a claim about its environmental credentials. Although the resort appeared to have environmental initiatives, the advert did not explain them or direct consumers to clear supporting information. The ASA concluded the advert breached the CAP Code on misleading advertising and environmental claims, and required the ad to be amended or withdrawn.

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