The Advertising Standards Authority has ruled against companies advertising “free guided tours” where there is an expectation that the tourists will be pay for the tour by tipping the guide.
The guidance informs advertisers that to avoid breaking the advertising rules and falling foul of an ASA ruling which might see their ad banned, they should:
- Only advertise their tour as “free” if the tour is provided with no mandatory cost to the consumer, upfront or otherwise
- Prominently state in their advertising the fact guides will be inviting discretionary payments during the tour if this is the case
- Make clear that discretionary payments are entirely voluntary, and
- Make clear discretionary payments are not kept in full by the guide if this is the case.