The ad, sent in mid-February, stated: “Enjoy 30% off your second guest on selected 2025/26 & 2026/27 sailings. Whether you're dreaming of the Norwegian Fjords, the Mediterranean, or beyond, now is the perfect time to book your next adventure."

It was challenged by a consumer who regarded it as misleading and questioned whether the saving was genuine.

Before the promotion, the price was stated as “From £879 per person”. After the promotion had begun, the price appeared as “From £1,009 first person £709 second person”. 

Ambassador confirmed an administrative error was made and that the Norwegian Fjords cruise featured in the ad should not have been included in the promotional offer as fares for that particular cruise were already reduced.

The cruise was removed from the promotion in early March.

The ASA acknowledged it was an error, but said: “Because Ambassador Cruises were unable to supply evidence that showed that £1,009 was the established usual selling price of an individual ticket for the cruise, and that the price reduction represented a genuine saving for consumers, we concluded that the ad was likely to mislead.”

It told Ambassador to ensure future savings claims did not mislead by including rates that were not the usual selling price of their cruises.