Two Loveholidays adverts has been pulled over misleading pricing.
The advertising watchdog ASA banned the ad on its website after investigating consumer complaints.
It related to trips to Tenerife and New York City due to increased prices not disclosed in the listings.
The ASA has banned the listings from being displayed again.
In both cases the reduced pieces advertised for the holidays had increased at the time of booking.
“Consumers would understand the price claims in both ads to mean those prices were available at the time they viewed the ad,” the ASA said.
“This impression was reinforced by the crossed-out reference price featured in each ad, which suggested that the advertised price was a static offer.”
The ASA said the price change was ‘due to live pricing’ and subject to change.
It found the ads were still displayed at the lower price after the complaints were made.
“They were responsible for taking reasonable steps to ensure their stated prices were genuine and did not mislead.”
“We told loveholidays to ensure that advertised prices were based on genuine prices available to consumers.”
The ASA ordered the company to ‘take steps to reduce the likelihood of consumers being misled.’
Loveholidays vowed to speed up the accuracy of price updates on its website, making sure the true price is displayed as soon as possible.
It says flight fare data is updated multiple times a day, and hotel rates at least three times a day.
