Wowcher has issued an unreserved apology for an email subject line that appeared to mock a crocodile attack on a three-year-old boy at a zoo in Cambridgeshire. The boy is in a critical but stable condition at Addenbrooke's Hospital following the incident on Thursday at Johnsons of Old Hurst in Huntingdonshire.
The email, sent to customers on Saturday, urged them to check out special deals with the headline: "Snap up these deals quicker than a croc can catch a kid." Screenshots of the email quickly spread on social media, sparking outrage.
Customer Backlash
Customers expressed shock and anger. One Facebook post from Norwich Norfolk UK Community Notice Board read: "Why do wowcher think its ok to use this as a heading on their emails??" Another customer said they had unsubscribed, while others called the wording "disgusting" and demanded that someone be fired. One user wrote: "Emailed them back but no answer. Won't be using them again for sure, even if its a poor effort at a joke somehow."
Wowcher's Response
A spokesperson for Wowcher said: "We are extremely sorry for an email subject line sent by Wowcher yesterday. The wording was unacceptable. It should never have been written. It 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. We are reviewing all scheduled marketing content while we urgently strengthen our creative, approval and sign-off safeguards. There is no excuse for this. We apologise unreservedly and will take the necessary steps to make sure this does not happen again."
Incident Details
The three-year-old boy was allegedly thrown into the crocodile enclosure at Johnsons of Old Hurst. Police were called at 1:24pm on Thursday. It is understood he was attacked by at least one crocodile. Tracey Johnson, wife of the zoo owner, reportedly jumped into the enclosure to rescue the child. The boy was pulled out by zoo staff and received medical treatment at the scene before being taken to hospital.
A 30-year-old man from Norfolk was arrested on suspicion of attempted murder. Police said he reportedly has learning difficulties and had been on a trip with a carer. He was assessed as not fit for interview and has been released on bail until September 18.
Police Investigation
Detective Inspector Verity McCann said: "Our inquiries are ongoing as we continue to understand the circumstances surrounding this distressing incident. Our thoughts remain with the boy and his family and specialist officers continue to support them through this difficult time."
