The CAA has clamped down on unauthorised usage of the ATOL protected logo.
Now only ATOL holders will be allowed to display the logo in their shop windows, on brochures or on their websites.
The announcement is designed to combat those companies which do not hold a licence but use the logo to mislead customers into thinking their holiday will be ATOL protected when this might not be so.
ATOL holders will be given a licence to use the trademarked logo when offering protected holidays. Unlicensed firms will not be allowed to use the logo.
CAA deputy director of consumer protection David Moesli said: “Many ATOL holders already recognise the benefits of prominently displaying the ATOL logo in their marketing material. Restricting its use will help to ensure that the logo is not devalued by travel firms without licences.
“This, in turn, will boost consumer confidence when booking with an ATOL holder, particulary in today’s marketplace where holidaymakers can now purchase other holiday products that are not financially protected. This of course was not the case years ago when practically all holiday arrangements were covered under the ATOL scheme.â€
Full details of the new policy can be found on the ATOL website at www.atol.org.uk.
The move has been welcomed by AITO which says that previously companies used the logo alongside a claim that they were “an agent for the ATOL holder†which is effectively a financially meaningless statement.
AITO chairman Derek Moore said: “We welcome the added credibility that the CAA’s clamp-down will bring. It’s a good thing for the UK public and it’s a welcome boost, too, to bona fide tour operators, who can now use the ATOL symbol as a well-earned badge of honour.â€
By Dinah Hatch
