Ferry line warned about misleading £39 Dover-Calais fare promotion

By Harry Kemble
22/03/2023
Home » Ferry line warned about misleading £39 Dover-Calais fare promotion

Advertising watchdogs have told DFDS Seaways that a limited £39 Dover-Calais fare promotion misled the public.

The Advertising Standards Authority said the ferry operator should have explained the deal was only available on Mondays and Tuesdays and that the fare rose to £55 for the rest of the week.

The ASA said: “The ad made no reference to the £39 fare being restricted to Mondays and Tuesdays and consumers would therefore have expected the £39 fare to have also been available on other days of the week.

“We therefore expected that any evidence substantiating the price claim would include all days of the week.

“The ad must not appear in the form complained of. We told DFDS Seaways to make clear in future advertising if ‘from’ prices referred to certain days of the week only.”

DFDS told the ASA the £39 fare was available on all sailings on Mondays and Tuesdays between 6 September and 15 December, 2022, but the price from Wednesdays to Sundays was £55.

The firm apologised for omitting the ‘date availability is subject to availability’ text from the advert.

DFDS said it had reviewed its procedures to ‘ensure similar omissions did not occur again’.

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