ASA Adjudication on AXA UK plc

Ad

A TV ad featured the rock star Iggy Pop promoting car insurance. Iggy laughed, gyrated and grimaced and said "Ever noticed how your papers hide? The more important they are, the better they are at hiding. I haven't seen my birth certificate in years. And his friend Mr Car Insurance Policy - they got their own little hide outs." In graffiti-style text, the words "CAR INSURANCE" and "POLICY" were shown on screen, and Iggy said, with emphasis, "And I got it Swiftcovered. I got insurance on my insurance!" The word "INSURANCE" was shown on screen three times. He continued "And when I go hunting for what I need and it's there online. I don't waste time looking for those guys, I've got more interesting things to do." An on-screen super stated "Excludes N. Ireland. Conditions apply. Printed certificates on request." Iggy was then shown playing golf and "GET A LIFE" was shown on screen. He said "So do it. Get a life. Get Swiftcovered."

Issue

Twelve viewers challenged whether it was misleading to suggest Iggy Pop had insurance with the advertisers, because the Swiftcover website stated that those who worked in entertainment could not take a car insurance policy with the advertiser.

BCAP TV Code

Response

AXA UK plc t/a Swiftcover.com (Swiftcover) said the key message of the ad was the time-saving advantage of their online car insurance service, because it allowed consumers to spend less time buying insurance and more time living their lives.  They said they made no reference to Iggy Pop's profession in the ad and had selected him because of his reputation for living life to the full and not because of his profession.  They said he was an actor promoting the benefits of their car insurance, as if he were a Swiftcover customer.  They said Iggy Pop did not state that he had a policy with them and that his occupation was irrelevant, because he did not refer to the occupations they might not cover in the ad.  They said the exclusion of the entertainment industry was common amongst non-specialist car insurers and they did not believe the ad was ambiguous or implied they offered insurance to those in the entertainment industry.  They said the list of exclusions were available to view on the first page of their online quote form,  which was one click away from the home page.

Clearcast obtained a completed testimonial from Iggy Pop, which read "I confirm that my opinion of the product was gained after I had been requested by the advertiser/advertising agency to try the product."  They approved the ad on that basis.

Assessment

Upheld

The ASA noted that Swiftcover was using a well-known musician and entertainer, Iggy Pop, to promote their online car insurance service, but that their website specified they did not cover drivers working part or full-time in entertainment.  We acknowledged that it was not uncommon for insurers to exclude those working in the entertainment industry from car insurance, but noted Iggy Pop stated "I got it Swiftcovered. I got insurance on my insurance!" in the ad, and considered some viewers might interpret that to mean Iggy Pop held a policy with Swiftcover and that their insurance cover did extend to musicians and those who worked in the entertainment industry.  However, we noted that Iggy Pop did not have a policy with Swiftcover.  

Because the policy was promoted by a well-known musician, which might lead some viewers to believe the policy covered those who worked in entertainment, when it did not, and because Iggy Pop did not have a policy with Swiftcover, we concluded the ad was misleading.

The ad breached CAP (Broadcast) TV Advertising Standards Code 5.1.1, 5.1.2, 5.1.3 (Misleading advertising), 5.2.1 (Evidence) and 5.4.9 (Testimonials).

Action

The ad must not be broadcast again in its current form.

Adjudication of the ASA Council (Broadcast)