Pan Pacific Travel will have to include taxes in flight prices listed in advertisements following a complaint which was upheld by the Advertising Standards Authority.
Objections were lodged in reaction to a press advertisement listing prices for one-way stopover flights and adventure travel stating taxes were not included. Pan Pacific told the ASA it was impossible to show all-inclusive prices because of the many variables and because taxes are often quoted in foreign currency and fluctuate with the conversion to sterling.
The advertisers’ comments were noted but the ASA maintained the taxes must be included in the prices. Pan Pacific Travel will have to amend the advertising with the Committee of Advertising Practice Copy Advice team.
Pan Pacific managing director Graham Boddy said he will abide by the ruling although he doesn’t agree with it. “No-one has been misled, but I will bow to pressure.”