Dozens of complaints filed over ‘confusing’ Sunwing ad

Sunwing newspaper ad

Sunwing travel company says it will do things differently in future newspaper ads after receiving dozens of complaints over a “confusing” advertisement.

The ad, posted in the Vancouver Sun last week, said consumers could save an additional $200 off its already reduced prices. When traveler Esther Mavric called Sunwing she was told the discount was already included in the listed prices. CTV received the same answer when it called as well.

Mavric said she had to get out a magnifying glass to read the fine print, which stated: “the savings are reflected in the advertised taxes.”

The frustrated consumer said she felt it was confusing: "I would say additional means plus," Mavric said.

It wasn’t just Mavric who was unclear: The Consumers’ Association of Canada says more than 50 people have complained about the ad.

The Consumers’ Association is advising people to report their complaint to the Competition Bureau.

That agency says disclaimers and fine print can get companies into trouble when they try to restrict or even contradict the more prominent message. In the case of the Sunwing ad, the main message consumers saw was that they could receive an additional $200 off.

The Better Business Bureau’s Evan Kelly says Sunwing is a member in good standing and has been contacted about reviewing the ad to comply with the BBB’s Code of Advertising.

"Just make it much easier for people to understand," said Kelly.

However, after we contacted Sunwing and the company responded saying it would make changes in the future.

Jacqueline Grossman, Sr. Director, Marketing, Sunwing Vacations stated, "Based on this feedback of how our print advertisement had been interpreted, we will ensure we make 'prices reflect discount' a more prominent part of the message."

Sunwing says it regrets the confusion it caused.