Watchdog rebukes Direct Line over TV ad

The Advertising Standards Authority (ASA) has barred Direct Line from showing a TV advert again after it was found to have misled consumers.

The ad for featuring TV presenter Sarah Beeney explained the difference between landlord insurance and regular home insurance, and showed in large text the message: "we guarantee to beat any quote".

In smaller text, the ad showed the words: "New customers only. Cover on an equivalent basis to ours. Minimum premiums apply. Cover excludes NI. Qualifying criteria apply."

The ASA ruled that Direct Line's pledge to "guarantee any quote" was an "absolute claim" which contradicted the insurer's limit on quotes to those of a minimum premium.

Direct Line's ad was found in breach of broadcast advertising rules and must not be shown in its current form again, the ASA ruled.

In December, Aviva was disciplined by Ofcom over its Downton Abbey sponsorship idents, which it said were too much like full advertisements.