Wowcher Apologises for Crocodile Attack Email Sent During Child's Critical Condition

The discount voucher platform Wowcher has apologised for sending a promotional email with subject line "Snap up these deals quicker than a croc can catch a kid" just days after a three-year-old was seriously injured in a crocodile attack at a zoo in Cambridgeshire. The incident has sparked widespread customer outrage and prompted the company to announce a complete review of its marketing approval systems.

The Email and the Tragedy

Wowcher distributed the marketing message to its customer base on Saturday afternoon, advertising deals including an Oceana Inflatable Kayak ride and a Hampshire spa stay with dinner. The email arrived days after the child was attacked at Johnsons of Old Hurst Zoo near Huntingdon, following what police described as an incident involving a vulnerable adult who placed the boy into a crocodile enclosure.

Zoo staff members, including the owner and his family, entered the enclosure and freed the child from one of the reptiles. The boy was airlifted to Addenbrooke's Hospital, where he remains in critical but stable condition. A 30-year-old man was arrested on suspicion of attempted murder but was later released on bail after being assessed as unfit for interview.

Company Response and Customer Reaction

Screenshots of the email were shared across social media platforms, generating significant public anger. Wowcher stated in a formal response that the wording was "unacceptable" and "should never have been written" or approved for distribution. The company acknowledged that responsibility lay with them and committed to reviewing how internal processes failed to catch the inappropriate message.

The company indicated it would strengthen its creative, approval, and sign-off safeguards while reviewing all scheduled marketing content. A marketing expert quoted in reports described the approach as "reactive marketing," noting that such techniques do not justify abandoning "basic humanity." Customer responses included unsubscribing from Wowcher's email list, with many condemning the message as disgusting and calling for staff accountability.