London, November 23, 2025
The UK’s Advertising Standards Authority (ASA) has banned adverts from major hotel chains Accor, Hilton, Travelodge, and Booking.com for misleading customers with pricing claims that falsely suggested wider availability of low rates. The decision, made in late 2025, addresses misleading “from” prices that applied only to limited dates or rooms.
Misleading Pricing Practices
The ASA found that the adverts prominently featured low starting prices—such as £27 for Ibis Budget Birmingham and £25 for Travelodge Nottingham Riverside—without clarifying that these rates were available only for restricted dates or very few rooms. This created a false impression that such prices were broadly accessible, potentially misleading consumers making booking decisions.
Use of Artificial Intelligence in Enforcement
During an April-May 2025 investigation into hotel price advertising, the ASA employed artificial intelligence to scan and identify misleading adverts efficiently. This AI-assisted review allowed the regulator to pinpoint problematic pricing practices among several large hotel groups.
Responses from Affected Companies
The implicated hotel chains confirmed that the low “from” prices did exist on some dates but conceded that the adverts lacked sufficient clarity about the limited availability. They acknowledged the ASA’s concerns and expressed commitments to enhancing transparency in future marketing communications.
Regulatory Actions and Requirements
Following the findings, the ASA ordered the immediate removal of the misleading adverts and prohibited the companies from repeating similar misleading price claims. Future adverts must ensure that “from” prices genuinely apply to a significant proportion of available rooms across multiple dates, preventing deceptive impressions about pricing.
Broader Regulatory Context
This ruling coincides with heightened scrutiny of price advertising in the UK and beyond. The UK’s Competition and Markets Authority is conducting similar probes on pricing transparency. Internationally, the US Federal Trade Commission’s “Junk Fees Rule” also targets deceptive pricing tactics in hotels and live events, reflecting a global push for clearer consumer information.
Consumer Protection and Industry Transparency
The ASA’s action reinforces the need for honest and transparent pricing in the hospitality sector, ensuring consumers receive accurate information when comparing hotel options. It signals a growing regulatory intolerance for “bait” pricing strategies that distort market realities and undermine informed consumer choices.
By mandating truthful and sufficiently representative price displays, the ASA’s enforcement promotes fairness and transparency, encouraging industry-wide best practices and greater accountability.