The brands' promotions were picked up by the ASA's active ad monitoring system, which uses artificial intelligence to scour the internet for ads that might break its rules.
It comes a day after the Competition and Markets Authority laid out the terms of its parallel investigation into so-called "drip pricing" practices, which saw nearly 20 advisory letters sent to businesses specifically in the "holidays" sector – the most of any sector.
However, no holiday or travel businesses were among the eight businesses singled out for formal enforcement action over "suspected unfair practices".
In its latest rulings, the ASA objected to a Booking.com ad, seen on 6 May 2025, that read: “Places to stay in Sheffield – Best Price Guarantee." Further text stated: “easyHotel Sheffield City Centre from £28."
The ASA challenged whether the claim “from £28” could be substantiated. Booking.com said dates and price were selected by Google and demonstrated seven bookings were made in May at the hotel for the advertised price.
However, the ASA said consumers would understand “from £28” to mean a “significant proportion” of rooms would be available at this price.
“We expected to see evidence, in the form of relevant pricing and availability data, to show that a significant proportion of rooms were available at the advertised price across a range of dates," said the ASA.
It continued: "Such data should include information about the number of rooms available at the advertised price, and the number available at other prices, to allow a comparison to be made.”
Similar investigations were upheld against ads from Hampton by Hilton and Travelodge.
Accor’s ibis Budget brand also incurred a sanction, but was cleared over an ad that featured the headline: “ibis Budget Sheffield Arena from £33."
In this case, the ASA said: “We considered consumers would understand from the claim that a significant proportion of rooms at that hotel were available to book for £33. Accor provided a spreadsheet containing availability and pricing data for 176 dates at the ibis Budget Sheffield Arena between April and October 2025.
“We understood the data highlighted that a significant proportion of rooms had been available for £32.56, marginally cheaper than the advertised price, and that the dates on which that price was available were spread evenly throughout that time period.
"We therefore concluded that the pricing claim had been substantiated and was not misleading.”
The ASA also ruled against Butlin's for extending a price promotion after saying it would end it in four days. Butlin's said the promotion would end on 27 June but continued it until 15 July.
Butlin's argued no consumers were disadvantaged but the ASA said the ad “was likely to put pressure on consumers to book a break with Butlin's before it ended”.
ASA rules state closing dates for promotions must not be changed “unless unavoidable circumstances outside the promoter’s control made it necessary”.
