The UK’s Advertising Standards Authority (ASA) has upheld a ruling that two paid search ads for Hilton Worldwide Ltd were misleading. The decision relates to advertised room prices that could not be substantiated across the dates implied by the ads.

Ads under scrutiny

The ASA investigated two Google search ads for Hilton hotels, seen on 11 April 2025. One promoted “Hampton by Hilton Hamilton Park From £68” and the other claimed “Best Rates When Booked Direct […] Hampton by Hilton Newcastle From £59.”

The regulator examined whether the advertised prices accurately reflected availability and could be verified. The CAP Code requires that “from” price claims must not exaggerate the number of rooms available and should clarify the dates to which the price applies.

Hilton’s response

Hilton Worldwide Ltd explained that the ads were part of Google’s Travel Feed for Search Ads, a dynamic pricing tool updated throughout the day.

The company said a technical error had prevented the correct date from being displayed in the ads. Screenshots of historical data were provided, showing that the advertised rates were bookable on the dates the ads were seen.

Hilton maintained that this evidence demonstrated room availability at the advertised prices.

ASA assessment and ruling

The ASA assessed the ads based on how consumers would have seen them.

While acknowledging Hilton’s technical error, the regulator noted that the company could not provide data showing how many rooms were available at the advertised prices compared with other rates.

Without this information, the ASA concluded that consumers could reasonably expect a wider range of availability than was substantiated.

The ruling confirmed that the pricing claims “From £68” and “From £59” were misleading under the CAP Code and could not be substantiated.

Advertisers are reminded that even when using automated tools like Google Travel Feeds, it remains their responsibility to ensure claims meet advertising standards.