ASA ruling on e-commerce deal of the day site

The Advertising Standards Authority (ASA) upheld a complaint that a promotion was administered unfairly.

The promotion was advertised by Wowcher Ltd on their website and contained the text, ‘5* Prague City Break at Hilton Prague City Centre Hotel with Return Flights’. Further text on the webpage stated, ‘Hotel: Stay at the newly renovated Hilton Prague, boasting river views, modern comfort and luxury amenities’. Text further down under the heading “The Fine Print” stated, ‘All holidays purchased are subject to availability and pricing is not guaranteed once the voucher has auto redeemed’.

A consumer had purchased the voucher was unable to book the Hilton Prague City Centre Hotel and challenged the promotion.

In their response, Wowcher Ltd stated that they understood the hotel was available at the time of purchase and offered to the complainant, but the issue arose due to the consumer wanting to change the flight time and itinerary therefore affecting affordability and price. They stated that they were working with The Travel Makers to improve future processes.

PCM Travels UK Ltd t/a The Travel Makers did not respond to the ASA’s enquiries.

As advertisement featured a calendar containing different dates, ASA concluded that consumers would understand this to mean that the choose from these dates and book the advertised holiday at the Hilton Prague City Centre Hotel with return flights. ASA did not consider the text under the subheading “The Fine Print” to be enough to alter the impression that, at the time the ad was seen, the holiday to the Hilton Prague City Centre Hotel was available on specific dates at the prices advertised. Further, Wowcher Ltd provided no evidence to ASA that the advertised hotel and flights were available to book at the time the voucher was purchased.