The ruling, which comes as the ASA prepares to change its guidelines on fluid pricing, followed a complaint about two advertisements concerning a property in Mexico, which it was claimed offered discounts of up to £446pp. The complainant argued that they had never seen this holiday at the implied higher prices.
In a lengthy ruling, the ASA said consumers were likely to expect that the savings represented were genuine against the usual selling prices. However, Tui could not provide evidence of sales at the implied full price from any sales channel.
