The vast majority of travel agents are missing out by not making any green or sustainability claims in their advertising, but among those that are, more than two-thirds are doing so in a way that would likely breach the rules.
Those agents making sustainability claims tend to be doing so in a way that could fall foul of the watchdog's rules (Credit: iStock / narvo vexar)
The Advertising Standards Authority (ASA) reviewed 362,000 unique paid-for online ads from "major UK travel agents" between August 2024 and June 2025, and found just 319 – less than 1% – included any environmental claims.
However, of those 319 ads, the ASA found that 213 of them from 23 advertisers – 67% – were likely to be non-compliant with its standards and guidance on how sustainability claims can be made, typically due to the use of "vague, unqualified or absolute terms".
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