The Advertising Standards Authority (ASA) has taken action against holiday companies for misleading environmental claims in their advertisements. The regulator utilized an AI-powered Active Ad Monitoring system to identify that adverts from Thomas Cook and Loveholidays violated advertising rules due to insufficient explanations of terms like 'eco resort' and 'eco hotel'. The ASA concluded that potential holidaymakers might interpret these terms to imply that the accommodations had specific environmental characteristics or benefits, which were not adequately detailed in the ads. Consequently, the ASA mandated that the adverts be amended or removed entirely.
On July 15, 2026, the ASA identified a paid Google advert for Thomas Cook that featured 'Sandos Caracol Eco Resort'. The ad encouraged bookings with the phrase, 'Relax at Sandos Caracol Eco Resort – flights included. Book now with Thomas Cook,' alongside an image of two individuals by a swimming pool. The ASA questioned the clarity of the 'eco resort' claim in the advertisement.
Thomas Cook stated that the term 'eco resort' was automatically generated through Google Ads tools based on customer search terms. The company noted that the hotel had changed its name in July of the previous year and has since blocked 'Sandos Caracol Eco' as a keyword to prevent future appearances in searches. The ASA determined that potential guests would likely interpret 'Eco Resort' as a description of the accommodation's environmental attributes.
The ASA found that while the hotel did possess environmentally friendly features, such as solar power and water treatment systems, these were not clearly communicated in the advertisement. The regulator emphasized that there was no indication that the marketer had taken steps to provide this information through other means, which would allow customers to make informed decisions.
A spokesperson for Thomas Cook commented that while the hotel’s name was updated across their platforms, the old name could still appear in online adverts if searched directly. They confirmed that changes have been made to prevent this from occurring in the future, and the ASA has closed its investigation.
Loveholidays was also scrutinized for two paid Google ads seen on the same date. One ad promoted the 'Green Garden Eco Resort' with a booking offer, while the other advertised the 'Marvida Family Eco Hotel' with a discount. The ASA challenged the clarity of the 'eco' terminology used in these ads.
Loveholidays defended its use of the terms, stating that they were trading names provided by suppliers and did not constitute environmental claims made by the company. The ASA ruled that the ads must be revised or withdrawn, and that any environmental claims should be clearly explained. Although the accommodations provided details about their environmental initiatives on their websites, this information was not included in the advertisements.
A spokesperson for Loveholidays stated their commitment to providing accurate information and confirmed that the ads had been removed. Miles Lockwood, director of complaints and investigations at the ASA, emphasized the importance of trust in advertising for environmentally conscious consumers, stating that advertisers must clarify the meaning of terms like 'eco' to enable informed decision-making.