Autoglass® to Adjust Ireland Ad Campaign Based on Complaints That Ads Are Misleading

March 30, 2010

Autoglass®, Belron's United Kingdom-based brand, will be adjusting its television ad campaign in Ireland in light of a recent complaint that the ads are misleading in their wording about insurance claims. The complaint was upheld by the Advertising Standards Authority for Ireland (ASAI), an independent self-regulatory body set up and financed by the country's advertising industry.

The ad in question featured an Autoglass employee driving to a customer in need of auto glass work while discussing insurance coverage, according to the ASAI's most recent complaint bulletin.

"With windscreen cover[age] on your car insurance, your insurer will handle all the costs and it won't affect your no-claims bonus," says the technician in the ad. "So, at Autoglass a repair is usually free. Don't wait till it's too late, text 'CHIP or 51500 or book online and Autoglass will take care of everything with your insurer." (See video below to view the full ad.)

A consumer complained about the ad, saying she thought the statement "With windscreen cover[age] on your car insurance, your insurer will handle all the calls" was misleading, according to ASAI.

"She said that she called Autoglass and enquired about their services, [and] she was informed, however, that her insurance provider was not involved in the service advertised," reads the report from ASAI. "The complainant's motor insurer was one of the larger insurance providers in the country."

Autoglass responded to the complaint by saying the statement regarding insurance is "true for thousands of motor policyholders in Ireland," but that in this particular case, the consumer's insurer "was not one of [its] direct-billing clients and therefore the complainant was not eligible for the offer advertised."

Autoglass advised the ASAI that the ad in question is not being run currently and "they confirmed that they were in the process of making amendments to the advertisement for the Irish market."

The ASAI upheld the complaint, as "the advertisement had implied that the advertisers dealt with all insurance providers in the market and as this was not the case, it was likely to mislead consumers and therefore was in breach of the Code."

The section of the ASAI's advertising code referenced reads as follows: "A marketing communication should not mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."

However, since Autoglass advised the ad was no longer running and was amending it to correct the misleading marks, the ASAI ruled that "no further action was required."

At press time, representatives from Autoglass had not yet responded to a request for a comment.

Since the complaint, Autoglass has appointed agency Breakfast to create a £10m television campaign due to debut in April 2010.

CLICK HERE for more information from ASAI.

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