ASA updates walking tour guidelines

Following a project carried out by the Advertising Standards Authority (ASA) new guidance has been issued to free walking tour operators across the UK to help them ensure their advertising is not misleading consumers. 

The project was initiated following complaints received by the ASA about walking tour guides asking consumers for discretionary payments (i.e. tips) despite the tour being advertised as “free”. The complainants also raised concerns of consumers feeling overly pressurised into making such a payment.

The ASA concluded that consumers will be less likely to be misled if companies prominently stated in their advertising that tips will be requested.

During the course of the project, the ASA conducted a thorough review of current advertising practices for “free” walking tours and, as a consequence of their findings, developed four key principles for advertisers in the sector to take into account when using the term “free” in their ads.

The Committee of Advertising Practice (CAP), which is the sister body to the ASA and is responsible for writing and maintaining the advertising rules, has considered the ASA’s findings and produced new guidance for advertisers which was communicated to the industry earlier this week.

The new 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
• Make clear discretionary payments are not kept in full by the guide if this is the case

Commenting on the new guidance the Chief Executive of the ASA, Guy Parker, said: “It’s great that some walking tours are provided free of charge, allowing people to enjoy local sights irrespective of their budget. But while some people will expect to be asked to tip guides on such tours, others might be taken by surprise and put under pressure. Our new guidance will help tackle that, giving walking tours the opportunity to be upfront about their paying or tipping practices, whilst also ensuring a level playing field.”