Car Insurance Advertising - March 2010

This regularly updated section of the HomeApproved web site will cover the latest trends, research, opinion and developments in the UK car insurance sector. 

Car Insurance Advertising - Gimmick or Misleading?
A combination of two little points of interest that we noted recently. Both are concerning the way in which UK car insurers try their hardest to win our motor insurance business.

Referring to a point made recently on our blog in the use by many insurers of online games to keep consumers coming back to their web site and in addition to encourage brand familiarity.

Online games such as the LV Car Insurance Shape Trace Game to encourage consumers to keep coming back to their web site. Whilst it may be just to play the game, you are being exposed to the LV logo/brand on a regular basis – you might even add it to your favourite's folder!

Secondly, we recently came across a judgment passed on the Swiftcover car insurance television advert featuring the rock star Iggy Pop. Remember the one?

Without detailing every aspect of the case the ASA received complaints from twelve viewers who challenged whether it was misleading to suggest Iggy Pop had insurance with the advertisers, because the Swiftcover web site stated that those who worked in entertainment could not take a car insurance policy with the advertiser.

Response
AXA UK plc t/a Swiftcover.com (Swiftcover) said the key message of the ad was the time-saving advantage of their online car insurance service, because it allowed consumers to spend less time buying insurance and more time living their lives. They said they made no reference to Iggy Pop's profession in the ad and had selected him because of his reputation for living life to the full and not because of his profession.

Assessment
The complaints received by the ASA were upheld. Noting that Iggy Pop did not have a policy with Swiftcover. Because the policy was promoted by a well-known musician, which might lead some viewers to believe the policy covered those who worked in entertainment, when it did not, and because Iggy Pop did not have a policy with Swiftcover, we (ASA) concluded the ad was misleading.

The ad breached CAP (Broadcast) TV Advertising Standards Code 5.1.1, 5.1.2, 5.1.3 (Misleading advertising), 5.2.1 (Evidence) and 5.4.9 (Testimonials).

Action
The ad must not be broadcast again in its current form.

ENDS

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