Travel Giants Banned: 'Eco' Claims Under Fire by Advertising Watchdog!

Leading travel firms Thomas Cook, loveholidays, and DialAFlight have had their advertisements banned for making misleading claims about the environmental credentials of their holiday offerings. The Advertising Standards Authority (ASA) found that these companies used terms like "Eco Resort," "Eco Hotel," and "eco-conscious resort" without clearly explaining what these environmental claims were based on.

According to the ASA's rulings, consumers are likely to interpret these terms as meaning the accommodation possesses genuine environmental characteristics or benefits. However, the ads failed to provide sufficient information to justify these labels, leaving holidaymakers unable to make informed choices about their bookings.

In one instance, a Meta ad for DialAFlight promoting Jumeirah at Saadiyat Island Resort described it as an “eco-conscious resort.” DialAFlight stated this claim came directly from the accommodation's factsheet, while the hotel provided the ASA with a list of environmental initiatives. Similarly, loveholidays promoted "Green Garden Eco Resort" and "Marvida Family Eco Hotel" in Google ads, explaining that “Eco” was simply part of the hotels' names rather than an environmental endorsement by the travel agent.

Thomas Cook also faced scrutiny regarding the “Sandos Caracol Eco Resort,” which is set to change its name in July 2025.

The travel firm indicated steps were being taken to prevent the “Eco” term from appearing in future search results.

Miles Lockwood, ASA director of complaints and investigations, emphasized the importance of trust in environmental claims for consumers looking to make greener holiday choices.

Today's rulings make clear that if a hotel or resort is described as 'eco' or 'eco-conscious', advertisers need to be clear about what that means, so people have the information they need to make an informed choice about where to book,

he stated.

This move highlights the growing scrutiny on "greenwashing" in the travel industry and reinforces the need for clear, substantiated environmental claims.

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