UK regulators crack down on “from” price claims in hotel advertising
📑 Nov 19, 2025, UK: The Advertising Standards Authority banned ads from Booking.com, Accor, Travelodge, and Hilton. Their “from” price claims were misleading due to limited availability. Booking.com and Hilton failed to provide evidence of room availability at advertised rates. Accor and Travelodge offered prices valid only on specific dates. The ASA emphasized the need for clear disclosure of limited-availability prices, rejecting Booking.com's dynamic pricing defense.
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