ASA rules Asda life cover ad is misleading
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The Advertising Standards Authority has upheld complaints against Asda Financial Services and ruled that its ad for over-50s life cover is misleading.
The TV ad features a woman saying the policy costs from £5 a month. The woman adds: “…and because it is Asda I can always make sure that I never pay more for cover than it will pay out.” On-screen text states capped premiums are from £14.59 and unless customers cap their premiums they have to keep paying for life.
Asda says the ad clearly states the price is “from” £5 and argues the use of the word “can” in the claim that customers would never pay more for cover than it would pay out indicated this was a possibility rather than a guarantee.
In its ruling, the ASA says: “We considered that although the relevant information did appear in the on-screen text, the context of that text contradicted the implication given in the rest of the ad. We concluded that the ad was misleading.”
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