Discount website Wowcher has apologised after sending a marketing email that appeared to make light of a crocodile attack on a toddler at a UK zoo, just two days after the incident occurred.
The email, sent to subscribers on Saturday, promoted a range of getaways and activities under the subject line: “Snap up these deals quicker than a croc can catch a kid!”.
The email drew immediate criticism once screenshots began circulating on social media. The timing has landed particularly badly given a three-year-old remains in hospital after ending up inside a crocodile enclosure at Johnsons of Old Hurst zoo on Thursday.
The backlash against Wowcher built quickly once the email surfaced online. Customer’s labelled the wording “disgusting” and called for accountability, saying whoever was responsible should be sacked. The screenshot was also shared in a Facebook group, with the poster questioning how the company could have considered the line acceptable for a promotional email.
In a statement to BBC the discounts website recognised “it should never have been written,” and claimed the wording was “never approved for use”.
“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.”
The incident has raised questions about the safeguards retailers and discount platforms have in place for approving marketing copy, particularly around automated or templated campaigns that may not be checked against breaking news before going out to subscribers.
The boy is understood to have been attacked by at least one crocodile after entering the enclosure during a family outing. Zoo staff pulled him from the enclosure, and he was taken to Addenbrooke’s Hospital in Cambridge. The boy is in a critical but stable condition.
Police were called to the zoo just after 1pm on Thursday after the boy, who was not known to the man involved, suffered serious injuries inside the enclosure. A 30-year-old man from Norfolk was subsequently arrested on suspicion of attempted murder. He was later bailed after being assessed as unfit for interview.
