The UK's Advertising Standards Authority (ASA) banned an ad from Booking.com for misleading consumers about room prices. The ruling, issued on November 19, 2025, pertained to a May advertisement for a hotel in Sheffield that promoted a "From £28" price. The ASA determined that the company did not provide sufficient evidence to prove that a significant proportion of rooms were available at this lead-in price. Booking.com stated that the prices displayed were dynamically chosen by Google from the data they provided and could vary for each user. However, the ASA found the information provided was insufficient to substantiate the claim. The ruling was part of a broader action that also included ads from hotel chains Accor, Travelodge, and Hilton for similar pricing issues. There was no significant market reaction or widespread analysis of the event found in major financial news outlets. This type of regulatory action on advertising is not uncommon in the travel industry and is generally considered to have a limited impact on the global operations of a large company like Booking Holdings.