The Travel Advert For booking.com Approved By Watchdogs
The advertising watchdog has just cleared a travel website TV advert which used “booking” as a substitute for an expletive.
More than 2,000 people complained after watching the advert and calling for its removal as the substitution made in the TV advert was offensive.
Despite the complaints, the Advertising Standards Authority has stated that the advert will stand.
While speaking with regards to the video, Booking.com, the company which is responsible for the advert said that the advert was not meant to offend anyone and it was looking at reinforcing brand recognition. It is good to note that this is the second video that Booking.com has released that has received backlash from a number of people.
Booking.com made it ear that there was "no ambiguity" about the use of the word "booking".
It had been used to convey enthusiasm and joy, rather than with any negative or derogatory tone often associated with swear words, it added.
The advert which featured holiday makers’ arriving at their destination was screened in cinemas as well as television sets. In the advert a voice over says: "It doesn't get any booking better than this.
"Look at the view, look at the booking view."
The booking word was repeated severally something which did not settle well with many of the viewers who watched it. Many of them stated that the advertisement is likely to encourage swearing especially among children. In addition to that they were quoted saying that they had seen it being used in other mediums and some even singled out Harry Porter Films.