The UK's Advertising Standards Authority (ASA) has banned advertisements from Booking.com for misleading consumers about hotel room prices. The ruling, part of a broader investigation into hotel pricing, found that 'from' price claims in a paid-for search ad for the easyHotel in Sheffield overstated the availability of the lowest advertised price. Booking.com stated that Google's algorithm dynamically selects the prices and dates displayed from data they provide, and they believed the information was accurate. However, the ASA determined that the company did not provide sufficient evidence to show that a significant proportion of rooms were available at the 'from' price, thus deeming the ad misleading. This ruling was issued alongside similar judgments against hotel chains Hilton, Accor, and Travelodge for similar advertising practices. There has been no specific market reaction analysis reported in the available sources regarding a direct impact on Booking Holdings' stock price following this regulatory action.