What the new ATOL advertising rules mean for travel marketing

In March 2025, we shared our view of the Civil Aviation Authority’s (CAA) consultation on proposed changes to ATOL Standard Term 1.3. The CAA has confirmed the final decision, marking a significant shift in how travel businesses must promote ATOL-protected products.

These new rules, coming into effect on 1 April 2026, are designed to modernise regulation by moving away from old-fashioned “broadcast-only” requirements to a more flexible, content-led approach that fits the digital age.

Here is what the final decision means for your marketing and how to stay compliant.

What’s changing?

Historically, the requirement to include ATOL information was largely tied to traditional broadcast media like TV and radio. The new AST 1.3 expands this reach to all forms of advertising – including social media and digital platforms – but focuses on the content of the advert rather than the platform itself.

The CAA’s goal is to ensure that wherever a consumer sees a protected product, the protection is clear, while acknowledging that a “one-size-fits-all” disclaimer doesn’t work on a smartphone screen or a short social clip.

Is your advert in scope?

The new rules are triggered when an advert makes a specific reference to an ATOL-protected product. You can use the following logic to determine if your content is affected:

For travel companies that only sell ATOL-protected products, you have the flexibility to include the reference in all your advertising if you wish, but it is not mandatory for general brand ads.

Making the protection fit the format

The CAA’s new guiding principle is that your ATOL info should naturally match how you are already showing your brand.

• Logo: if your ad features your company logo, it should also include the ATOL logo.
• Text: if your ad describes a holiday in writing, include a written note saying it is ATOL-protected.
• Sound: if there is a voiceover or audio, include a spoken “ATOL-protected” message.
• Small space: on platforms like Instagram or TikTok where space is limited, using a hashtag like #ATOLProtected or a pinned comment is an acceptable way to direct customers to more info.
• Influencers: The rules apply to paid influencers where there is a contract, and you maintain editorial control.
• AI and paid search: these requirements do not apply to paid search advertising or AI-generated search results.

What you should do next

The CAA has provided a decision-tree and a series of case studies in Appendix A of the decision document to help you determine if your creative is compliant.

As these rules don’t take effect until April 2026, there is time to review your social media strategies and influencer contracts. However, given the “case-by-case” nature of the new rules, we recommend auditing your campaign templates sooner rather than later.

Need help reviewing your upcoming campaigns? At TTC, we can help you audit your marketing workflows to ensure they meet the new standards before the 2026 deadline. Contact us today to discuss how these changes impact your business.

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