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ARTICLE · 24 MARCH 2025

Get DMCC Ready: Yet Another ASA Ruling On Pricing Claims. Has The Penny Dropped?

Lewis Silkin
Lewis Silkin
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Lewis Silkin

Lewis Silkin

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As we get closer to the consumer rules in the DMCC Act coming into force, the ASA has issued another ruling illustrating how important it is to get your pricing claims right.

United KingdomConsumer Protection
Geraint Lloyd-Taylor
Geraint Lloyd-Taylor
Jen Dinmore
Jen Dinmore
Fleur Chenevix-Trench
Fleur Chenevix-Trench
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Alex Meloy
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As we get closer to the consumer rules in the DMCC Act coming into force, the ASA has issued another ruling illustrating how important it is to get your pricing claims right.

The holiday company Haven published a paid-for Facebook ad which linked to information on its website about a holiday park in Tenby called Penally Court. The ads said that four nights were available from £55 and £59 respectively.

The complainant was unable to find dates at the advertised prices. Therefore, they challenged whether the claims were misleading.

Issue

Haven Leisure Ltd said that at the time the ad was seen, there should have been five dates available in 2025 at the advertised price points. Instead, only one break was available to book because two had sold out and two had been incorrectly priced too high. They explained that there was a lower availability of caravans at the Penally Court Holiday Park compared to their other parks, which they had not taken into account when

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