Wowcher has issued an unreserved apology after sending a marketing email that made light of a crocodile attack on a three-year-old boy at Johnsons of Old Hurst zoo in Cambridgeshire. The child remains in a critical but stable condition at Addenbrooke's Hospital in Cambridge following the incident on Thursday, June 18.
Email Subject Line Sparks Outrage
On Saturday, customers of the e-commerce platform received a promotional email advertising holiday deals with the subject line: “Snap up these deals quicker than a croc can catch a kid.” The email was widely condemned as distasteful and insensitive, given the serious injuries sustained by the young boy.
Screenshots of the email were shared across social media, prompting public fury. One Facebook group, Norwich Norfolk UK Community Notice Board, posted: 'Why do wowcher think its ok to use this as a heading on its emails?' Another customer described themselves as 'now unsubscribed', while a third labelled the email 'disgusting' and called for those responsible to be fired.
Wowcher's Response
A Wowcher spokesperson 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.'
Wowcher added that it is reviewing all scheduled marketing content and strengthening its creative, approval and sign-off safeguards to prevent a recurrence.
Details of the Attack
The boy was attacked by at least one crocodile after allegedly being thrown into the enclosure. A 30-year-old man from Norfolk, who was visiting the zoo with a carer, was arrested on suspicion of attempted murder. Police confirmed he has learning difficulties and has been assessed as not fit for interview. He has been bailed until September 18.
Cambridgeshire Police were alerted by the ambulance service at 1:24pm on Thursday. The boy sustained serious injuries while in the enclosure and was pulled out by zoo staff. Tracey Johnson, wife of the zoo owner, is understood to have entered the enclosure to rescue the child. The boy received medical treatment at the scene before being taken to hospital.
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.'
