New ATAS ad guide­lines

Travel Daily - - Contents -

NEW ad­ver­tis­ing guide­lines for ATAS par­tic­i­pants have been handed down, ef­fec­tive to­day.

While much of the con­tent re­gard­ing the new in­struc­tions are mod­elled on Aus­tralian Com­pe­ti­tion and Con­sumer Com­mis­sion pub­li­ca­tions, the Aus­tralian Fed­er­a­tion of Travel Agents’ (AFTA) new ATAS guid­ance clar­i­fies rules sur­round­ing two-price com­par­i­son & com­po­nent pric­ing.

Two-price com­par­isons, which are in­cum­bent on the phrases “typ­i­cally” and “val­ued at”, will now re­quire ad­ver­tis­ers to re­tain records and be able to sub­stan­ti­ate their ad­ver­tis­ing.

This in­cludes records of how long the prod­uct was of­fered for sale at the “was” price; what other prices were of­fered dur­ing that pe­riod; and how many sales were made at the “was” or “typ­i­cally or val­ued at” price ver­sus how many sales were made at other prices.

New guide­lines also gov­ern com­po­nent pric­ing, which im­plores ad­ver­tis­ers to state a to­tal price rather than pro­mot­ing a price of a por­tion of the to­tal.

Ad­ver­tis­ers must now in­clude in price ad­ver­tis­ing all taxes, du­ties, levies and/or charges payable; re­sort fees; manda­tory gra­tu­ities; and di­rect pay­ments re­quired to third par­ties.

Both two-price com­par­isons and com­po­nent pric­ing have drawn the ire of the in­dus­try over the past 12 months, with Aus­tralian Travel Agents Cooperativ­e Chair­man (ATAC) Ken Mor­gan telling Travel Daily in Oct ATAC mem­bers were con­cerned about the pub­lic be­ing mis­led by mem­bers of the in­dus­try (Travel Daily 12 Oct).

The AFTA Board has ap­proved the stan­dards, with an amnesty pe­riod of three months al­low­ing mem­bers to implement changes re­quired.

For those in­ter­ested in find­ing out more, AFTA has de­tailed the ATAS changes on its web­site, ac­ces­si­ble HERE.

AFTA will also host two we­bi­nars re­gard­ing the changes, tak­ing place in Feb and Mar.

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