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ASA challenges Churchill over renewal claim

Churchill Insurance has been rapped by the Advertising Standards Authority for making misleading claims in its Challenge Churchill campaign.

The ASA has ordered Churchill to change its TV and radio adverts which claim it will beat anyone’s renewal price for car insurance if they have made no claims in three years, after seven people complained that Churchill offered them higher quotes.

The ASA criticised Churchill for failing to tell the Broadcast or Radio Advertising Clearance Centres that it had a minimum insurance premium of £150 and was therefore unable to offer the price guarantee to people with a lower renewal quote. It said this was a significant qualification that should have been included in the ads.

It also said there were a number of exclusions, such as the amount of compulsory excess or type of car, which although part of Churchill’s Churchill: Dogged by claimnormal underwriting criteria, would prevent a likefor-like comparison with a customer’s renewal quote.

The Churchill bulldog has been used by the company since 1994 and has been urging Britain to “keep challenging Churchill” since last year.

The ASA says: “Because there was a minimum insurance level and a number of conditions preventing a like-for-like comparison, Churchill was unable to guarantee to beat viewers’ and listeners’ renewal quotes. We concluded that the TV ad and the radio ads were misleading.”

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