Premier Inn’s “From Only £35 a Night” Claim Banned by Advertising Regulator

In November 2023, Premier Inn, a well-known hotel chain under the Whitbread umbrella, launched an online advertisement stating, “Premier Inn Edinburgh – rooms from only £35 per night.” The ad’s budget-friendly claim caught the attention of a savvy reader who, after failing to find any rooms available for the advertised price, filed a complaint with the Advertising Standards Authority (ASA).

Complaint and Investigation

The ASA promptly initiated an investigation into the complaint, scrutinizing Premier Inn’s evidence that 377 rooms were offered for £35 within a year of the ad’s run. However, the ASA’s investigation revealed a crucial discrepancy: these rooms were not readily available.

ASA Decision: Misleading Claims

Based on their findings, the ASA concluded that Premier Inn’s advertisement was misleading. The ad implied a substantial number of rooms were available at the advertised price, but in reality, only a small fraction was. This discrepancy violated advertising standards.

Required Actions for Premier Inn

The ASA swiftly instructed Premier Inn to take immediate action:

1. Remove the misleading advertisement in its current form
2. Ensure that future “from” price claims accurately reflect a significant proportion of advertised rooms available at the stated price

Premier Inn’s Response and Enhanced Processes

Premier Inn acknowledged the issue and expressed their commitment to fair advertising practices. The company explained that the high demand for the £35 offer led to a rapid sell-out of the discounted rooms. They admitted to failing to promptly update the pricing in their advertisements, leading to the misleading impression.

To prevent similar issues in the future, Premier Inn has implemented enhanced processes, including:

• Verifying the availability of advertised rooms
• Updating pricing in advertisements based on real-time inventory

Conclusion: Importance of Accuracy in Advertising

The ASA’s decision serves as a stark reminder to advertisers about the paramount importance of accuracy and transparency in their claims. Premier Inn’s acceptance of the issue and their commitment to improved practices demonstrate their dedication to ethical advertising.

This case highlights the role of the ASA in protecting consumers from misleading advertising and ensuring a fair and competitive marketplace.

Premier Inn’s “From Only £35” Claim Banned by Advertising Regulator

Enhanced Processes Implemented to Prevent Misleading Claims

Conclusion

The ASA’s ruling highlights the importance of accuracy and transparency in advertising. Premier Inn’s acceptance of the issue and its commitment to improved practices demonstrate its dedication to fair advertising. This case serves as a reminder to all advertisers to carefully consider the claims they make and to ensure they are backed by reliable evidence. By adhering to these principles, businesses can build trust with consumers and avoid potential regulatory action.