The email was sent out to customers on Saturday, two days after the three-year-old boy was attacked by a crocodile at Johnsons of Old Hurst in Huntingdonshire
Wowcher has apologised “unreservedly” for what it described as “unacceptable” wording in a marketing email that appeared to make light of a crocodile attack on a three-year-old boy at a zoo.
The youngster remains in a critical but stable condition at Addenbrooke’s Hospital in Cambridge following Thursday’s incident at Johnsons of Old Hurst near Huntingdon. It is understood he was attacked by at least one crocodile after allegedly being thrown into a crocodile enclosure.
On Saturday, customers of the Wowcher e-commerce platform received an email promoting “special deals” on getaways and activities, bearing the subject line: “Snap up these deals quicker than a croc can catch a kid.”
Public outrage quickly mounted as screenshots of the email were widely circulated across social media platforms and bulletin boards.
Norwich Norfolk UK Community Notice Board posted: “Why do wowcher think its ok to use this as a heading on their emails??”
One customer described themselves as “now unsubscribed”, while another condemned it as “disgusting”, adding “if that’s real someone needs to be fired”.
A further customer 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.”
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.
“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.”
A 30-year-old man, arrested on suspicion of attempted murder after the boy ended up in the enclosure, reportedly has learning difficulties and had been on a trip with a carer.
Cambridgeshire Police confirmed that the arrested man, from Norfolk, was “assessed as not being fit for interview”. He has since been released on bail until September 18.
Officers were called to the zoo at 1.24pm on Thursday by the ambulance service, following reports that the boy, who was not known to the man, had suffered serious injuries.
Cambridgeshire Police stated the boy “sustained serious injuries while in the enclosure” and “was pulled out by staff from the zoo”.
Tracey Johnson, wife of the zoo owner, reportedly jumped into the enclosure to save the child.
Police confirmed the boy “received medical treatment at the scene before being taken to hospital”.
Detective Inspector Verity McCann previously 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.”
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