Premier Inn agreed to remove claim that buying early means getting the best price after complaint to ASA

Just over two months ago Premier Inn was banned from advertising rooms “from only £35 a night” as the ad was “likely to mislead” viewers, the Advertising Standards Authority said.

The UK’s largest hotel brand has had to change its marketing after a complaint to the advertising regulator – removing claims which said buying early means getting the best price.

What was the issue?

Premier Inn, which operates more than 800 hotels in the UK alone, agreed to amend the ad to include “significant information” about how hotel rates can change and remove the statement that suggested booking early means you get the best price, the ASA said.

The ad in question said: “Book early to secure your choice of hotel and dates for the best price!”

Not the first complaint

Just a few months ago the company was banned from advertising rooms “from only £35 a night”, an offer that was “likely to mislead” viewers, the ASA said in May.

Some grievances raised with the regulator can be resolved quickly by the ASA working with an advertiser to get an ad amended.

This means the complaint doesn’t go before the ASA council and no ruling is issued and publicly available, as was the case in the latest Premier Inn complaint.

Premier Inn’s owner Whitbread did not respond to a request for comment.

SOURCE: SKYNEWS