A television advert featuring people singing and dancing on a train has been ruled misleading by the UK’s advertising watchdog.
The Advertising Standards Authority found the Trainline’s advert, broadcast in May, did not sufficiently substantiate its claims, following six complaints from members of the public.
Dancers in the advert carried placards stating “save 43% on average” and “save up to 6pm the day before travel”, claims which were questioned by viewers.
The ASA upheld the complaint, despite onscreen text appearing briefly that said: “Advance fares and selected routes only. Subject to availability.”
The watchdog found that the Trainline had breached six advertising codes.
“We considered that the information that explained the basis of the savings claims was not sufficiently clear,” said the ASA in its official statement.
“The ad must not be broadcast again in its current form. We told thetrainline.com to ensure in future that their ads included clear information that explained the basis of their savings claims.”
The Trainline has since amended the advert, which continues to air and can be viewed on its website.
A spokeswoman for the rail booking company said: “We were disappointed to find it the subject of a small number of complaints.
“Following the ASA’s ruling we have amended the ads currently on air and, whilst the headline savings message does not change, they now contain further information to explain the basis of our claims.”