Advertisment
The website included the following statement in relation to windscreen cover:
“Unlimited Windscreen Fire and Theft Cover”:
“We provide unlimited* windscreen cover, where we will pay the cost of replacing or repairing broken or damaged windscreens & windows, along with scratches to bodywork from broken windows.
*Limited to €225 where the claim is not processed through the AAI approved repairer”.
Complaint
The complainant said that that the advertisement was misleading as it stated that ‘unlimited’ windscreen cover was being provided. Having checked their motor policy document, however, it appeared to be the case that cover would not be provided for any more than two claims.
Response
The advertisers reviewed the details of the advertisement in question in conjunction with the complaint and said that the intended context of the word “unlimited” was that the cost of cover they would pay in the event of a claim for windscreen cover was unlimited (subject to a limit of €225 where the claim was not processed through an AAI approved repairer, which was clearly stated in the advert).
The advertisers said the complainant had mistakenly interpreted the word “unlimited” as referring to the number of claims that could be submitted for windscreen cover in a given insurance year, which was not the case. To help clarify the situation and not to leave any room for misinterpretation going forward, the advertisers said they would amend their website wording to read as follows:
A claim for windscreen cover is provided for an unlimited* cost where we will pay the cost of replacing or repairing broken or damaged windscreens and windows, along with scratched to bodywork from broken windows.
The asterisked information would remain the same:
*Limited to €225 where the claim is not processed through the AAI approved repairer”.
Conclusion
Complaint upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response.
The Committee noted that the headline in the advertisement had offered that “We provide unlimited* windscreen cover”. The Committee considered that consumers would understand the term ‘unlimited’ to be an absolute claim. As there were limits on the number of times a claim could be made under the policy itself, the Committee concluded that use of the claim where limitations applied was likely to mislead consumers. In the circumstances the Committee concluded that the advertisement was in breach of Sections, 4.1, 4.4 and 4.6 of the Code.
Action Required:
The advertising should not appear in the same format again.
The Complaints Committee advised all advertisers that it was not appropriate to use the term ‘unlimited’ in marketing communications if limitations applied to an offer.
