LONDON, United Kingdom — Wowcher, the discount deals website, has apologised after sending customers a marketing email whose subject line appeared to refer to a recent crocodile attack on a 3-year-old boy at a zoo in Cambridgeshire.
The email, sent on Saturday, promoted travel and activity deals under the subject line: “Snap up these deals quicker than a croc can catch a kid!”
Screenshots of the message circulated on social media, drawing criticism from users who described the wording as offensive.
One customer said they had “now unsubscribed” from Wowcher’s emails. Another called the message “disgusting,” adding: “If that’s real someone needs to be fired.”
A screenshot was also posted in a Facebook group with the caption: “Why do wowcher think its ok to use this as a heading on their emails??”
The company later said it was extremely sorry for the “unacceptable” wording.
“It should never have been written, it was never approved for use,” Wowcher said in a statement. “The responsibility sits with us and we are urgently reviewing how our processes failed.
“We recognise the hurt and distress it has caused, particularly for the young child’s family at this unimaginably difficult time.”
Child Remains in Hospital
The apology came after a boy was attacked by at least one crocodile during a family visit to Johnsons of Old Hurst, near Huntingdon, Cambridgeshire, on Thursday.
The child is understood to have ended up inside the crocodile enclosure before being pulled out by zoo staff. He remains in a critical but stable condition at Addenbrooke’s Hospital.
Police said they were called to the zoo at 13.24 BST on Thursday by the ambulance service. The boy, who was not known to the suspect, suffered serious injuries “while in the enclosure,” police said.
A 30-year-old man was arrested on suspicion of attempted murder after the incident. He was later bailed because he was “unfit for interview.”
Company Reviews Marketing Controls
Wowcher said it was reviewing scheduled marketing content and examining its internal approval process.
“We are reviewing all scheduled marketing content while we urgently strengthen our creative, approval and sign-off safeguards,” a company spokesperson said.
“There is no excuse for this. We apologise unreservedly and will take the necessary steps to make sure this does not happen again.”
