Eurostar’s promotional adverts have been deemed misleading, marking the second reprimand this year.
- Two social media adverts promoting £39 fares faced scrutiny, with complaints upheld by the Advertising Standards Authority (ASA).
- The low fare promotions covered a minimal portion of available seats, leading to accusations of exaggeration.
- The ASA found the adverts failed to detail the limited availability of the £39 fares.
- Eurostar contended the travel periods and terms were clear, though the ASA disagreed with this stance.
In a recent ruling, the Advertising Standards Authority (ASA) has found fault with Eurostar’s promotional practices for the second time this year. Two adverts, which appeared on social media platforms Instagram and Facebook, have been criticised for misleadingly suggesting widespread availability of £39 fares from London to Brussels and Amsterdam. Despite Eurostar’s assurance that the adverts’ terms were clear, the ASA ruled otherwise.
The ASA’s investigation revealed the fares advertised at £39 encompassed only a small fraction of available tickets—4.2% to Brussels and a mere 1.6% to Amsterdam. This discrepancy led to the conclusion that Eurostar exaggerated the accessibility of these low-cost options. Consumers were led to believe that a significant portion of tickets could be obtained at the advertised price, a claim Eurostar could not substantiate with adequate evidence.
Further compounding the issue, Eurostar failed to provide clear data on the historical availability of the £39 fares, leaving the ASA unconvinced about the promotion’s authenticity. The absence of detailed information about travel dates and fare availability at the time the adverts were active only heightened the ruling of misleading conduct by the ASA.
Eurostar maintained that their adverts operated within common industry practices, with travel dates accessible via a single click from the promotional page. Yet, the ASA’s requirement for evidence showing a significant availability of promotional seats went unmet. The Eurostar spokesperson acknowledged the ASA’s decision, respecting their concerns and committing to refining future advertising practices.
The ASA’s decision highlights the importance of transparency in travel advertising, urging companies like Eurostar to provide clearer information in their promotional efforts.
