Thomson has been exposed by a BBC Three investigation for promoting £99 holidays in shop windows that were not available – days after it threatened to expose rival firms for misleading pricing.

The Bulls**t Detectives, shown on Tuesday night, saw the presenter mount a one-man demonstration outside a Thomson branch after he was unable to buy a holiday for £99.

Thomson has implemented an honest pricing policy following its decision to include fuel surcharges in prices this summer, and has threatened to launch an advertising campaign to highlight when its rivals advertise misleading prices in shops or on the web. ABTA’s deadline for including all non-optional extras is May 9.

A Thomson spokesman said the programme’s findings did not undermine its honest pricing policy. “If it’s a handwritten card it has to be checked that the holiday is still available by the shop at 12pm. With pre-printed cards it is the responsibility of head office to inform shops when the holidays are no longer available,” he said.