The Advertising Standards Authority (ASA) has condemned a Thomas Cook advert for misleading customers about financial protection. The advert was run in error for a short period in 2008 and was replaced with a different one.
A voice-over on the ad stated: “In these uncertain times, who else could promise you that your money is safe? As Britain’s longest-standing travel agent, Thomas Cook offers a money-back guarantee on everything you buy.”
The ASA upheld a complaint that the advert did not make clear that the guarantee applied only if companies ceased to trade. The association said the advert was likely to mislead viewers.
The ASA did not uphold three separate complaints from several viewers who claimed other television ads were misleading. It noted customers would be covered in the event of Thomas Cook going into administration because of its ATBA and ATOL bonding.
A Thomas Cook spokesman said: “Only one complaint was upheld, which related to the first TV ad in the campaign.
“Clearcast (which examines adverts before they are screened) confirmed to the ASA that it had approved this ad in error. As soon as we realised this, it was replaced with one that it correctly approved,” said the spokesman.