Churchill Insurance Ad Misleading? Ohhhh, yes!

Posted by admin

August 20, 2008

Most UK residents are familiar with the Churchill Insurance bulldog answering “Ohhh, yes” to questions such as “making a claim without the need of filling in any forms?”.

Also known as the Challenge Churchill TV campaign, the arguably lovable bulldog could be silenced after a viewer did exactly that, challenge Churchill Insurance on the issue of formless claims.

A viewer of the TV ad complained to the ASA (Advertising Standards Authority) because they felt the advert was misleading since they were sent out a form after making an insurance claim. The company did apologise and admitted that about 20% of claim cases did require a form or statement to fill in.

Churchill Insurance does try to sort claims by telephone whenever possible and stated it would not make this claim in future commercials.

The ASA was not impressed saying, “We noted that a significant number of claimants would be asked to complete a form, and we considered that, because the ad stated that claimants could make a claim without having to fill out any forms, the ad was misleading.”

The TV ad containing the “no forms” claim has now been banned.

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