National Advertising Division Recommends Virgin Cruises Modify Virgin Voyages Advertising to Clearly and Conspicuously Disclose Service Gratuities
McLean, VA – October 21, 2026 – As part of its routine, ongoing monitoring program, BBB National Programs’ National Advertising Division recommended that Virgin Cruises Intermediate Limited Inc. modify its Virgin Voyages advertising to clearly and conspicuously disclose service gratuities throughout the checkout process.
Virgin Voyages is an adults-only cruise line. At issue for the National Advertising Division (NAD) was whether Virgin Cruises highlighted a lead price without prominently disclosing the additional, mandatory per-night service gratuity, and whether the overall net impression of Virgin Cruises’ advertising may mislead consumers about the true all-in vacation cost.
NAD examined Virgin’s checkout process and determined that consumers are not sufficiently apprised about the discretionary nature of gratuities, how they are applied, and how they can remove them if they pay onboard. Additionally, the gratuities are referenced as a “service charge” in the final step of checkout which creates further confusion about whether they are optional.
Therefore, NAD recommended that Virgin Cruises modify its booking flow to clearly and conspicuously disclose throughout the checkout process that: (1) gratuities, while not mandatory, are not refundable if pre-paid; (2) the gratuities are higher if paid onboard; and, (3) if not prepaid, the consumer can modify or remove the gratuities prior to disembarkation including whether the removal of the gratuities are subject to the discretion of Virgin Cruises.
In its advertiser statement, Virgin Cruises Intermediate Limited stated it “appreciates the engagement” with the National Advertising Division on this matter and that it “agrees to comply with NAD’s recommendations.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
Virgin Voyages is an adults-only cruise line. At issue for the National Advertising Division (NAD) was whether Virgin Cruises highlighted a lead price without prominently disclosing the additional, mandatory per-night service gratuity, and whether the overall net impression of Virgin Cruises’ advertising may mislead consumers about the true all-in vacation cost.
NAD examined Virgin’s checkout process and determined that consumers are not sufficiently apprised about the discretionary nature of gratuities, how they are applied, and how they can remove them if they pay onboard. Additionally, the gratuities are referenced as a “service charge” in the final step of checkout which creates further confusion about whether they are optional.
Therefore, NAD recommended that Virgin Cruises modify its booking flow to clearly and conspicuously disclose throughout the checkout process that: (1) gratuities, while not mandatory, are not refundable if pre-paid; (2) the gratuities are higher if paid onboard; and, (3) if not prepaid, the consumer can modify or remove the gratuities prior to disembarkation including whether the removal of the gratuities are subject to the discretion of Virgin Cruises.
In its advertiser statement, Virgin Cruises Intermediate Limited stated it “appreciates the engagement” with the National Advertising Division on this matter and that it “agrees to comply with NAD’s recommendations.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.