Watchdog rules KLM misled customers with Real Deal Days advertising
The advertising watchdog has ruled that KLM misled customers during its Real Deal Days campaign by failing to clearly explain how its discount prices were calculated. While the airline will adapt future marketing, it has refused to provide compensation to travelers despite pressure from the Consumentenbond.
The Dutch advertising watchdog, the Reclame Code Commissie (RCC), has ruled that KLM misled consumers during its Real Deal Days promotion. Following a complaint from the Consumentenbond, the regulator found that the airline failed to provide sufficient information about how discounts were calculated, making it impossible for customers to determine the actual value of the deals. While the commission acknowledged the promotional prices were technically lower than a baseline rate, the lack of transparency about that rate was deemed misleading. The watchdog noted that some passengers may have purchased tickets under the impression of significant savings that did not reflect the reality of the price structure.
KLM has stated it will incorporate the ruling into future campaigns but has refused to discuss compensation for affected travelers, arguing that the Consumentenbond misunderstands their pricing model. The consumer organization is considering legal action and plans to monitor future sales events. Additionally, an appeal regarding the use of pressure-inducing countdown clocks is pending for late 2026.
Based on reporting by nu. Translated and condensed by LocalHeadlines.
