A television advert for life insurance offered by supermarket giant ASDA has been branded "misleading" and banned by the Advertising Standards Authority (ASA).
It said the commercial for ASDA's over-50s life cover was confusing because it inaccurately suggested customers would never pay more in premiums than they would receive in a successful claim. The advert focused on the minimum premium amount of £5 but the ASA said it did not make clear that promise only applied to a £14.59 ‘capped' premium. A voice-over used during the advert said: "You can't buy this type of cover for less anywhere else, and because it's ASDA I can always make sure that I'd never pay more for cover than it'll pay out. So I'll never be out of pocket". On-screen text...
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