'Misleading' Aviva annuity ad banned

The advert, starring Paul Whitehouse, features a voiceover saying: "when you retire get up to 20% more income with Aviva". However, four viewers challenged this claim as misleading before the ad finished its scheduled run in the summer. Aviva claims its annuity rates are 20% or more above those of its competitors in 22% of cases. The insurer also says the inclusion of the words ‘up to 20%' in the advert makes it clear not all of its annuities will be 20% above those of competitors. However, ASA's assessment of Aviva's data found although Aviva's 648 comparisons of its own annuit...