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ASA upholds complaints against two claims firms

The Advertising Standards Authority has upheld complaints against two claims management companies for making misleading claims about the time it takes to complain and for suggesting that using a claims firm increases the chance of success.

The first complaint relates to statements made by Consumer Finance Claims on its website about payment protection insurance which said: “We are well versed in dealing with lenders and know which pitfalls to look for which make your case stronger!”

The ASA upheld the complaint, saying “the claim was likely to mislead”.

It noted a joint statement from the Claims Management Regulator, the FSA, the Financial Ombudsman Service and the Financial Services Compensation Scheme which stated decisions on claims are not considered more or less favourably because the claim was brought by a CMC.

The second complaint relates to a television advert from Gladstone Brookes which said: “Reclaiming PPI takes up your time – fact.” A clock with the hands turning quickly then appeared on the screen.

The ASA said the process of complaining to a provider and the FOS is straightforward, with advice available online.

The ASA says: “We considered a claim implying it is a time-consuming and possibly complex process likely to require the services of a third party was likely to mislead.”

Neither claim can appear again in its current form.

Highclere Financial Services partner Alan Lakey says: “I am glad these complaints were upheld, but there is nothing to stop these firms creating similar adverts in future.”

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