The campaign, backed by a number of travel firms including Thomas Cook, Tui Group, Jet2holidays, Saga Holidays and Monarch, began with Abta delivering a letter on behalf of members and signed by supporting companies to newly appointed secretary of state for justice David Lidington last week, requesting a meeting to formally discuss potential law changes.

Abta is calling on the government to introduce a cap on the legal fees that UK lawyers can charge for overseas personal injury claims (which are currently uncapped) for up to £25,000. This would give legitimate claimants access to justice while making the sector considerably less attractive to claims companies encouraging fake claims.

Abta has also recently responded to a separate government consultation welcoming proposals to increase the Small Claims Track limit for personal injury claims from the current level of £2,000 to £5,000 to make that avenue more appealing to legitimate claimants, but unattractive to touts, because costs and legal fees are not recoverable.

With claims management companies increasing their marketing activity ahead of the main summer season, Abta is stepping up its lobbying and activity with consumers and the trade.

Speaking exclusively to TTG, Mark Tanzer, Abta’s chief executive, said it was time for the industry to “pick up the pace” of campaigning on the issue, which he branded “the biggest to hit the trade in a long time”.

Abta is encouraging members to support the campaign on social media using #StopSicknessScams.

He said Abta members had seen an increase of more than 500% in holiday sickness claims since 2013 – with a 300% rise in claims over the last year alone. “It is damaging both financially for the trade and for the reputation of British travellers overseas. There are hoteliers now who are wary of taking Brits and that means prices could increase and choice will be restricted,” he told TTG.

“I strongly urge everyone in the industry to get behind our campaign. The public needs to know the truth behind the highly misleading marketing tactics made by unscrupulous claims management companies whose activities are causing so much damage.”

There will also be a digital campaign targeting those considering making a claim, to raise awareness of the illegality of lodging a false one.