ASA rejects M&C Saatchi Direct Line ad complaint

The advertising watchdog has rejected a complaint against an M&C Saatchi ad for Direct Line Insurance.

Direct Line...complaint against ad rejected
Direct Line...complaint against ad rejected
The ad said named drivers could earn a no-claims discount which could be transferred to any future policy in their own name.

But a viewer claimed the ad was misleading, because it did not make clear that the discount was less than for their usual no-claims discount.

But the Advertising Standards Authority said: "We considered that the ad presented a solution to the problem of careful drivers being disadvantaged when named on someone else's policy, and was unlikely to be seen as suggesting that named drivers would receive exactly the same 'no claims' discount as policy holders."

It said Direct Line's discount for named drivers was "significant".

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).