Over 50s life insurer British Seniors has amended a TV advert featuring the statement “100% of claims will be paid” after a complainant to the Advertising Standards Authority (ASA) alleged the ad was “misleading”.
The ASA revealed the complaint was informally resolved with Neilson Financial Services, the parent company of British Seniors.
An ASA spokesperson told Health & Protection: “A TV ad for British Seniors, an over-50’s life insurance provider, featured the claim ‘100% of claims will be paid’.
“The complainant, who understood all life insurance companies paid out on every valid claim, challenged whether the claim was misleading, because it implied the product offered benefits other similar insurance products did not.
“We spoke with Neilson Financial Services, and they confirmed they would amend the ad to ensure the claim wasn’t forward looking. As such, we considered the matter closed.”
Health & Protection contacted Neilson Financial Services for comment.
In a statement Neilson Financial Services said: “At Neilson Financial Services we take great care to ensure our marketing claims are substantiated appropriately. We are happy to work with regulatory bodies to further improve the clarity of our ads, where necessary.”