Virgin Trains ads rapped again

Virgin said it took the complaints seriously

Virgin Trains has been rapped over another advertisement, this time its much trumpeted half-price ticket offer designed to attract passengers back after the Hatfield crash.

The Advertising Standards Authority (ASA) upheld complaints after some people were told they were not eligible for the reduction, despite the ads boasting "50% off all fares".

It is the fourth time in less than a year that the company has been rapped over an advertising campaign.

Our special compliance team has already contacted Virgin Trains about its poor record

Gary Ward
ASA

The ASA said its copyright advisers will now work with the company to improve future advertisements and warned it could take strict action if there is no improvement.

In the advertisements, Virgin boasted of the "world's biggest rail offer" between 5 February and 4 March.

The company claimed the offer covered everything from the "cheapest Virgin Value tickets to our First Class Business fares", only pointing out those excluded from the promotion in accompanying small print.

The ASA said Virgin had failed to support two claims made in the main body of the advertisement as the offer was not available on all routes and to all passengers.

'Poor record'

Virgin said both conditions were made clear in the small print but the advertising watchdog ruled that passengers had been right to complain.

ASA spokesman Gary Ward said: "Our special compliance team, which we call in for companies which have broken the advertising code of practice more than once, has already contacted Virgin Trains about its poor record.

"We could now either insist that all future adverts are pre-vetted or, in the case of persistent offenders, refer the matter to the Office of Fair Trading.

"Virgin Trains does not fall into that latter category at this stage but we do want them to improve their record. We hope they will work with us to achieve that."

Anywhere for £1?

A spokesman for Virgin Trains said the number of complaints received by the ASA only represented a very small number of its 35 million passengers each year, the majority of whom were pleased with the service they received.

"We take any recommendation or advice from the ASA very seriously," he added.

The company's advertisements have been rapped on three previous occasions, including one campaign earlier this year which promised passengers an "improved service you can rely on".

Complaints were also upheld last July after Virgin could not substantiate a claim that passengers could travel "anywhere" for £1.

And last June it was rapped when it could not prove its boast that it was quicker to travel from Liverpool to the centre of London by train than by air.