TL;DR
- The ASA scanned 362,000 travel agent ads and found 99% make no environmental claims at all.
- Of the 1% who do, 67% appeared likely to break advertising rules with vague terms like “eco-friendly” or “green.”
- Consumer research shows up to 93% of travellers want sustainable options when booking.
- The regulator says this gap is worth paying attention to for agents who want to explain sustainability clearly.
- Clear, specific, evidence-based claims are in. Vague buzzwords are out.
This week, the Advertising Standards Authority released findings from a sweep of 362,000 online travel agent advertisements. The data covered ads published between August 2024 and June 2025, and one number stood out immediately: 99% of travel agents aren’t making any environmental claims in their marketing.
Not a single mention of sustainability. No green credentials. Nothing about responsible travel at all.
For some, that might feel like playing it safe. No claims means no compliance headaches. But the ASA sees it differently. In their view, this near-total silence represents a gap worth understanding in a market where client interest in responsible travel continues to grow.
What the Numbers Show
Out of 362,000 ads reviewed using the ASA’s AI-powered monitoring system, only 329 contained any environmental messaging. That’s less than one-tenth of one percent.
Of those 329 ads, 116 appeared likely to comply with UK advertising rules. The remaining 213 ads, from 23 different advertisers, were flagged as potentially problematic.
The issues? Vague language. Unsupported statements. Absolute terms that couldn’t be backed up.
Words like “eco-friendly,” “green,” and “carbon conscious” appeared frequently in the flagged ads. The problem is that these terms suggest something has no environmental impact at all, which isn’t accurate for travel. Almost every trip generates some form of environmental cost, whether through transport, accommodation, or local resource use.
The ASA provided advice and guidance to these advertisers, and took formal action where rules were clearly broken.
Why Agents Have Been Staying Quiet
The ASA acknowledged that this silence likely reflects uncertainty. Agents want to talk about sustainability, but the rules feel complex. What can you say? What crosses a line? When does a genuine claim become an accidental breach?
That uncertainty is understandable. The regulatory framework has tightened significantly over the past few years. The Competition and Markets Authority published its Green Claims Code in 2021, setting out six principles that environmental claims must follow. The ASA and Committee of Advertising Practice have added sector-specific guidance for travel businesses.
Rulings against airlines, cruise lines, and online travel platforms have shown that regulators are paying close attention. For agents, the result has often been caution. When making a claim feels risky, saying nothing can seem like the safer option.
What Clients Are Looking For
What stands out here is the gap between agent messaging and client expectations. While agents have been quiet, client demand for sustainable travel has been growing steadily.
Booking.com’s 2025 research, based on surveys with 32,000 travellers across 34 countries, found that 93% of global travellers want to make more sustainable choices. More than half are now conscious of tourism’s impact on local communities as well as the environment. Seventy-three percent want the money they spend to go back to local people.
Expedia’s research showed similar patterns, with 90% of consumers seeking sustainable options. Euromonitor’s 2025 data revealed that 78% of global travellers consider sustainability when making travel decisions, with particularly strong interest in the UK market.
The demand is there. The conversation is happening. Clients are looking for guidance on how to travel more responsibly.
The Practical Bit
The ASA’s guidance offers a clear framework for agents who want to talk about sustainability without falling foul of the rules.
Be specific rather than broad. Instead of saying a hotel is “eco-friendly,” explain what it does:
“This hotel generates 60% of its electricity from on-site solar panels and has eliminated single-use plastics from guest rooms.”
Provide evidence for claims. If a tour operator offsets carbon emissions, explain how and through which verified programme.
Acknowledge limitations. High-impact sectors can’t claim to be sustainable in absolute terms. Honesty about what’s being done, and what challenges remain, builds trust.
Avoid absolute terms. Words like “green” and “sustainable” need qualification. “Travel with reduced environmental impact” or “holidays supporting local conservation” are clearer alternatives.
Use certifications where they exist. If an accommodation holds Green Key certification or Travelife accreditation, that provides verifiable evidence that supports what you’re saying.
Worth Knowing
The ASA has made clear it supports agents who want to communicate sustainability initiatives. In its statement this week, the regulator said: “Telling people about a green initiative can be a major selling point and can help attract new customers. We have a range of advice and resources on how to make environmental claims that stick to the rules, and we encourage travel agents to seek our help and support.”
Resources are available through the ASA and CAP’s advice pages, the CMA’s Green Claims Code, and previous rulings that show where claims have gone wrong and what would have made them acceptable.
Agent Advantage Insight
With 99% of travel agent ads making no environmental claims, there’s plenty of room to approach this with clarity. It’s helpful for agents who want to explain sustainability well to clients asking about responsible travel options.
