Alton Towers Rainy Days Guarantee advert breached rules

Alton Towers says it will bring back its Rainy Day Guarantee in 2024 but explain the terms more clearly

Alton Towers has been told to change an advert for its Rainy Days Guarantee over concerns the terms were not sufficiently clear.

The offer allows visitors a free return if the "ride offering" at the theme park is affected by the weather.

However, the Advertising Standards Authority (ASA) said it was not clear that it required an hour of continuous rain.

Alton Towers said it took compliance seriously and removed it from its site.

In a statement, the ASA said: "We considered that the requirement for there to be at least one hour of continuous rain for the guarantee to be invoked was a significant limitation to the guarantee that should have been made clear in the ad."

Representatives for Alton Towers explained that the terms for the Rainy Day Guarantee were outlined on its website but accepted the wording did not make clear the specific criteria which would trigger a free return visit.

A spokesperson said it "took immediate steps to remove the offer from our website, so that we can fully review how it is communicated".

They said the park was committed to providing people with memorable experiences and would bring back the Rainy Day Guarantee in 2024 in line with ASA guidelines and a clear explanation of the offer.