Ad description
A TV ad showed seven figures being stacked inside each other like Russian dolls while the voice-over stated "With Admiral multicar, if you have two or more cars, you could save even more by insuring them all on one multicar policy. So to make sure you don't miss out, go to direct to admiral.com."
Issue
A viewer challenged whether the ad was misleading because it did not make clear that the multicar policy only insured up to a maximum of five cars.
Response
EUI Ltd t/a Admiral Insurance Ltd submitted an independent survey of car ownership conducted in May 2012. They said that, out of the 606 people surveyed, 10 (1.65%) had five or more cars. They said that they did not have data for owners of six or more cars but this meant that less than 1.65% would not qualify for their multicar insurance. They also said they strove to ensure that their dealings with customers were clear, fair and not misleading. Because of the small number of people who would not qualify for the insurance policy, they said the ad was not misleading.
Clearcast reiterated the advertiser's figures and said it would be extremely unusual for people to own five cars or more. They also said that if a household owned five or more cars they would be unlikely to worry about discounted insurance. Because of this, they believed the ad was unlikely to materially mislead the vast majority of consumers.
Assessment
Not upheld
The survey results showed a very small number of households with five or more cars and that there would be very few people who would not be eligible for Admiral's multicar insurance products. The ASA also understood that this figure mirrored official car ownership figures. The ad directed consumers to the advertiser's website which clearly stated "With a multicar insurance policy from Admiral you can insure up to 5 cars on one policy". Although the ad featured seven stacking figures, we considered that viewers were likely to understand it to represent a single household using multiple vehicles, not that it implied seven cars could be insured on one policy. Because we considered the policy would be suitable for the vast majority of people interested in a multicar insurance policy, we concluded the ad was not misleading.
We investigated under BCAP Code rules
3.1
3.1
Advertisements must not materially mislead or be likely to do so.
3.2
3.2
Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.
Material information is information that consumers need in context to make informed decisions about whether or how to buy a product or service. Whether the omission or presentation of material information is likely to mislead consumers depends on the context, the medium and, if the medium of the advertisement is constrained by time or space, the measures that the advertiser takes to make that information available to consumers by other means.
(Misleading advertising) and
3.10
3.10
Advertisements must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify.
(Qualification) but did not find it in breach.
Action
No further action necessary.
