Intrepid Travel has been rapped by the Advertising Standards Authority (ASA) in what could prove to be a "greenwashing" marker for the industry.
Intrepid is known for its small-group tours and sustainability initiatives
The ASA has ruled against an ad from the adventure specialist, which featured two women in front of the Giza Pyramids in Egypt with the text: “People and planet-friendly small group adventures since 1989".
It comes after the ASA received a complaint that the ad, which was seen on the London Underground last November, misleadingly minimised the impact of Intrepid’s holidays on the environment.
Intrepid said it accepted the ruling and vowed to review its approach to advertising.
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