All four ads involve cruise brands advertised online through third parties, with the ASA saying the judgments come as “part of a wider piece of work on environmental claims”. Brands falling foul of the ASA's scrutiny include Barrhead Travel, Sunshine Cruise Holidays (Cruise1st), Cruise Circle and Seascanner (cruise.co.uk).
The ASA ruled against Barrhead over a paid-for Google ad in March, which stated: “Celebrity Cruises. A Strong Focus on Sustainability and Eco-friendly Practices.” The ASA questioned whether the ad gave a misleading impression of the brand’s environmental impact.
