The Adverting Standards Authority said it was misleading to promote £35 rooms when only a small percentage of nights had such a low rate available. In the future, a higher percentage of rooms must be available at the advertised rate.
Hotel chain Premier Inn has been banned from advertising rooms 'from only £35 a night' by the advertising regulator. The Advertising Standards Authority found that an online ad from November, saying 'Premier Inn Edinburgh - rooms from only £35 per night.' was 'likely to mislead' viewers. Premier Inn's owner Whitbread showed the watchdog there were 377 rooms on offer in the Scottish city for £35 a night within a year of the ad running.
The ad must not appear in its current form again, the regulator said. 'We told Premier Inn to ensure that when using 'from' price claims in the future, a significant proportion of the advertised rooms were available at the advertised price.
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