Under section 230 of the Digital Markets, Competition and Consumers Act 2024, an invitation to purchase indicates product characteristics and price in a way appropriate to the communication and enables a purchase decision. A direct buying mechanism is not required. Source: Digital Markets, Competition and Consumers Act 2024: section 230 Source: GOV.UK: explanatory notes on invitations to purchase

Review the advertisement as well as checkout

When preparing a travel offer, examine the actual advert and its intended audience. Do not leave the information review until the payment screen simply because the earlier page uses an enquiry button.

Create a working record of the dates, travellers, inclusions and price assumptions used for the advert. This helps the reviewer identify the specific offer being communicated instead of approving a headline in isolation.

Check the required information for the circumstances

Section 230 addresses material information including product characteristics, price and trader identity. Apply the current requirements to the particular communication and booking arrangement. Source: Digital Markets, Competition and Consumers Act 2024: section 230

For a difficult case, keep the proposed copy and the supporting information together when seeking advice. That gives the adviser something concrete to assess and reduces the risk of relying on an answer about a different format or offer.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and checklists are editorial illustrations and recommendations, not customer results.