Better home and motor insurance adverts, research finds

A 10-day survey in April of all home and motor insurance advertising carried by the national press found that 94% of promotions by 28 firms were fair and accurate in describing savings that consumers would achieve. The figure compares to 55% from a review of similar advertising in January this year. Insurance advertising is misleading if it suggests wrongly that most consumers will benefit from the savings claimed. Vernon Everitt, FSA Director of Retail Themes said he was pleased but that it was important the “standards remain consistently high across print, broadcast and other advertising and we will be watching to make sure that they do.”