- See more Daily Mail on Google - save us as a Preferred Source The Advertising Standards Authority (ASA) has clamped down on adverts from holiday companies over environmental claims it deemed misleading.
Using an AI-powered Active Ad Monitoring system, the regulator ruled that adverts by both Thomas Cook and Loveholidays breached advertising rules because terms such as 'eco resort' and 'eco hotel' were not adequately explained. The regulator determined that potential holidaymakers could take the adverts to mean that the accommodation had environmental characteristics or benefits.
However, customers were not provided with enough information in the ads to know what such features would be.
In the end, it was decided the adverts should be amended or taken down completely.
Thomas Cook was one of the companies found to be in violation of advertising rules
Loveholidays was also identified by the Advertising Standards Authority (ASA) as violating advertising regulations
ASA spotted a paid-for Google advert for Thomas Cook on July 15, 2026 that mentioned 'Sandos Caracol Eco Resort'.
Further text read: 'Relax at Sandos Caracol Eco Resort – flights included. Book now with Thomas Cook.' It was presented alongside an image of two people enjoying a swimming pool.
But the regulator challenged whether the claim of it being an 'eco resort' was clear in the ad.
Thomas Cook revealed it had used either the Google Ads tools Performance Max or Dynamic Search Ads to help create the advert, which meant part of the content was automatically generated based on search terms used by customers.
As a result, the travel firm claimed 'eco resort' had been added automatically in response to what consumers might be searching.
It also explained that the hotel had changed its name in July of last year, and in response to ASA's concerns, has now blocked 'Sandos Caracol Eco' as a keyword search term so that it no longer will show up in future searches for consumers.
Ultimately, ASA determined that potential guests 'would interpret the claim "Eco Resort" in the ad as meaning the advertised accommodation had some environmental characteristics or benefits'.
It continued: 'While the claim was part of the accommodation's name, we considered it would also be understood as a description of the resort.'
As for the term 'eco', the regulator found it did not have a 'standardised meaning', and as such, information would need to be provided about any 'environmental characteristics or benefits' so the consumer would know the full picture before booking.
Thomas Cook was identified as breaking rules on an advert spotted on July 15, 2026
The hotel being advertised did have environmentally friendly features, such as solar power, a nature reserve and water treatment systems - but none had been clearly explained in the advert.
Indeed, while there was limited space on the advert itself, the ASA explained that 'there was no indication of steps taken by the marketer to provide the information by other means', so the customer could make an informed decision when booking.
A spokesman for Thomas Cook said: 'While we updated the hotel’s name across our website and marketing, an online advert using the old name could still appear if someone searched for the hotel using that name.
'We have now made changes to prevent the old name from appearing in our adverts, even if someone searches for it directly. The ASA has now closed its investigation into the matter.'
Meanwhile, Loveholidays was criticised for two paid-for Google ads that were seen by the ASA on July 15, 2026.
The first advert stated: 'Green Garden Eco Resort. Book Green Garden Eco Resort Today With Deposits From £25pp. ATOL Protected.'
The second ad said: 'Marvida Family Eco Hotel […] End of Summer Deal With Up to £400 Off Holidays. That's The Power Of Loveholidays.'
The regulator challenged the use of 'eco resort' and 'eco hotel' and questioned whether the basis of such terms was made clear in the listings.
Loveholidays said the names of the resort and hotel were trading names provided by the suppliers, which they did not own or manage.
The online travel agent argued that as 'eco' was part of the brand name, it was 'not an environmental claim formulated, adopted, or endorsed by Loveholidays'.
Indeed, the names of the properties were used for identification purposes, not to promote 'environmental credentials', according to the company.
Loveholidays was flagged for two 'misleading' ads, with one mentioning the 'Green Garden Eco Resort'
The second mentioned 'Marvida Family Eco Hotel'
However, ASA ruled the 'ads must be amended or withdrawn' and the 'basis of any environmental claims', such as the use of 'eco resort' and 'eco hotel' should be made clear.
It noted that the accommodations had explained the various steps they had taken to reduce their environmental impact on their websites in various different ways, but the information was not included in either ad.
The regulator acknowledged that advertising space is limited, but added that 'there was no indication of steps taken by the marketer to provide the information by other means'.
A Loveholidays spokesman told the Daily Mail: 'We're committed to providing our customers with accurate information about the hotels available through our platform.
'As an online travel agent, we do not own, operate or manage the accommodation we sell. The hotel names displayed in our advertising reflected the trading names of the properties, rather than environmental claims made by Loveholidays.
'We have updated the listings for the hotels concerned and removed the advertisements. We will continue to review our processes to ensure the information we provide to customers is clear and transparent.'
Miles Lockwood, director of complaints and investigations at the ASA said: 'For people looking to make more environmentally conscious choices when it comes to booking their holidays, it's important that they can trust the claims that they see in ads.
'Today's rulings make clear that if a hotel or resort is described as "eco" or "eco-conscious", advertisers need to be clear about what that means, so people have the information they need to make an informed choice about where to book.'