Summary of ASA ruling
Misleading Advertising: Digital Results Group GmbH breaks UK advertising rules for not making clear on the www.uklifeprotection.co.uk and www.britishlifecoverquotes.co.uk websites that they are lead generators. The websites also misleadingly imply they can provide online life insurance quotes and make misleading claims about life insurance policies and pricing.
The ASA investigated a complaint about paid-for ads on Facebook by UK Life Protection and British Life Cover, and advertising claims on the www.uklifeprotection.co.uk website . The ASA ruled that the ads were misleading because they implied the advertiser provided insurance quotes itself rather than being a lead generator.
The ASA also ruled that claims referring to insurance policies were misleading because they did not make clear the basis of stated cover levels, that price claims, such as “save up to 65% on Life Insurance Cover” and “Best Policy. Best Price” were misleading, and the claim “Try it Risk Free with our 30 day Money Back Guarantee” was misleading in the absence of substantiation. In the course of the investigation, Digital Results Group GmbH did not respond to the ASA.
The CAP Compliance team attempted to contact Digital Results Group GmbH, but in the absence of an assurance to amend their advertising, took the decision on 8 March 2023 to place their company details on this section of the ASA website. These details shall remain in place until such time as Digital Results Group GmbH has appropriately amended their advertising to comply with the CAP Code.
Since the investigation British Life Cover has changed its name on Facebook to British Life Cover Quotes.