Premier Inn Changes Room Ad After Complaints

The UK's largest hotel chain, Premier Inn, has been compelled by the Advertising Standards Authority (ASA) to modify its advertisement promoting discounted hotel rooms. The ASA received complaints regarding the misleading nature of the ad, which featured £35 rooms that were not widely available, leading to concerns about consumer deception. In response to the complaints, Premier Inn's parent company, Whitbread, acknowledged the issue and agreed to amend the advertisement. The revised ad will clarify that the £45 rooms are available only at selected hotels and will include a link to a list of participating locations. With over 800 hotels across the UK, Premier Inn remains the largest hotel brand in the country. The ASA's ruling highlighted that the initial promotion was likely to mislead viewers, as only a small percentage of rooms were offered at the advertised discount rate. In a previous informal resolution in July, the ASA confirmed that there were no concerns regarding the overall availability of the £45 rooms during the promotion period, indicating a reasonable distribution across weekends and various days. Premier Inn's commitment to transparency in its advertising practices reflects the ongoing scrutiny from regulatory bodies aimed at protecting consumer interests. The hotel chain's swift response to the ASA's findings demonstrates its willingness to comply with advertising standards while maintaining its competitive edge in the hospitality market.