Saga has issued an apology after customers received a branded promotional brochure advertising cruises “exclusively for Brits”.

The line said the wording on the front cover of the leaflet was “wholly inaccurate” and has said it was “extremely sorry for the error”.

It is understood that the brochure was a joint promotional leaflet published in partnership with Cruise.co.uk which was sent to the online retailer’s customer database.

On Thursday (September 19), recipient Anthony Bale tweeted: “Outraged phone call from my mother: she was shocked to receive @SagaUK brochure advertising cruises ‘exclusively for Brits’. She asked me why they would say this & if it’s legal.”

Saga said: “We are extremely sorry for the error in the promotional leaflet that was sent to the database of one of our cruise partners.


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“Whilst inside the leaflet it mentions our cruises depart from UK ports only; the wording that was intended to highlight this key benefit on the front cover was interpreted incorrectly and was wholly inaccurate.

“Saga Cruises have a proud heritage of welcoming anybody over the age of 50, of any nationality, on board our cruises.

“The error has been corrected with immediate effect and we would like to apologise for any offence this may have caused.”

Cruise.co.uk tweeted: “Cruise.co.uk produced a mailing in partnership with Saga Cruises that was sent to a number of our customers.

“On this occasion, the choice of words used in this mailing fell short of the high standards we expect of ourselves; we sincerely apologise for any offence this may have caused.

“Consequently, we will review our internal and external procedures as a matter of urgency to ensure this doesn’t happen again.”