A UK advertising regulator has banned adverts for Booking.com and three hotel chains after finding misleading price claims in promotions seen by travellers. The decision highlights growing pressure on travel brands to show clear, up?front costs. A hotel in Swansea sits among the businesses named in the action, which comes as many families plan winter breaks and early 2026 trips. The ruling focuses on how companies present headline rates, discounts and conditions to customers who rely on quick price comparisons.
The regulator reviewed listings and adverts that encouraged people to book rooms online. Investigators assessed whether prices and savings appeared clear, accurate and fair at the point of decision. The action signals a stricter approach to marketing in the accommodation sector. It also sends a warning to platforms and hotel groups that the rules on price transparency apply across websites, apps and social media placements.
The decision went live in the UK on Wednesday, 19 November 2025. The adverts appeared online in the run?up to that date. One of the hotels sits in Swansea, adding a Welsh focus to a national ruling.
Regulator targets unclear price claims
The regulator banned the adverts after it found that the promotions risked misleading consumers about room costs. Investigators looked at how advertisers presented headline rates, savings, and any limits that applied. They assessed whether ordinary users could understand the true price before they committed to a booking journey. The regulator concluded that the ads did not meet the standards for clear, upfront pricing and told the companies to change their practices.
Price clarity sits at the heart of UK advertising rules. Booking platforms and hotel brands must make sure people can see the full amount they need to pay, including non?optional charges, before they decide to buy. The rules also expect brands to support savings claims with solid evidence and to explain conditions in plain language. The watchdog’s move underlines those principles and reflects wider concern about “drip pricing” online.
What UK advertising rules demand on pricing
The UK’s advertising codes require firms to present prices that match what consumers can realistically pay. The codes call for clear, prominent information about any fees that customers cannot avoid. If a price depends on limited availability, specific dates, or a set booking path, the advert must state that in a way people can spot and understand. The codes also set strict standards for price comparisons and countdown offers.
The Advertising Standards Authority (ASA) enforces those rules in the UK and publishes weekly rulings. The Committee of Advertising Practice (CAP) writes the code and issues guidance for industries, including travel. Together, they push brands to show total costs early and to avoid complex disclosures that people might miss. When companies fall short, the ASA can order changes, name the advertisers in public rulings, and, if necessary, refer cases to Trading Standards for further action.
Why travel brands face scrutiny now
Online travel has grown more complex as platforms display multiple room types, flexible rates, loyalty discounts and taxes in different ways. That complexity can help consumers find deals, but it can also confuse them if brands present headline prices without context. Investigators have focused on listings that highlight a low price in bold while tucking important conditions away in small print or behind extra clicks.
Consumers now expect sites and apps to show the price they will actually pay. Industry advisers say brands should treat transparency as a competitive edge. Clear pricing builds trust, reduces complaints and speeds up bookings. Travel firms that align with the code can also cut the risk of last?minute cart abandonment