Holiday deals site Icelolly.com is to introduce a zero tolerance policy for advertisers, stating that the deals on offer have to be available to book.
From Monday the site will state that all deals are inclusive of extras like baggage and taxes and it has told advertisers they must honour them if requested by a customer.
The new stricter compliance policy comes after the site completed a management buyout in September backed by Palatine Private Equity.
Next month the firm will relocate to new premises in Leeds from its base in Bradford, says chief executive Dave Clayton.
The site has also introduced fully bookable flights and hotels as well as its traditional call-to-book advertisers.
“We are about to start making some big changes from next week in terms of compliance,” said Clayton.
“We will have a zero tolerance policy. If a firm wants to advertise a loss leader that’s their business, but you have got to honour it.
“By all means they can upsell, but if a consumer says ‘we want that deal’, advertisers are going to be expected to have it available.”
Icelolly has taken on a new IT director and is recruiting for a new marketing director as it targets significant growth following its move to its new home in Leeds.
The site says it had 28 million visitors last year and offers over 40 million package holidays from 50 operators.