The advertising standards watchdog has censured a number of travel agencies over unrealistic claims about ‘eco-friendly’ cruises.
The Advertising Standards Authority says Barrhead Travel, Cruise Circle, Cruise 1st and Seascanner each exaggerated claims about cruise holidays’ sustainability in adverts.
This is ‘likely misleading’ to customers, and the ads should not be used again, the ASA said.
Each agency used ad text that could exaggerate cruise lines’ sustainability.
A Barrhead Travel ad read: “Celebrity Cruises. A Strong Focus on Sustainability and Eco-friendly Practices.”
A Cruise Circle ad for MSC Cruises included the text: “Showcasing the line’s commitment to environmental responsibility” and “Eco-Friendly LNG Technology.”
These claims were challenged by nonprofit organisation Opportunity Green.
The ASA ordered the companies not to run the adverts again in their current form.
