Diary: Bric refutes allegations of empathy with Sheilas

Sheilas' Wheels, the HBOS-owned car insurance brand for women, has landed itself in hot water over claims in its direct marketing that its registered repairers are female-friendly.

A press ad, DM pack and magazine insert, all by Sharpen Troughton Owens Response, read: "All registered repairers undergo training to ensure they understand the concerns of female drivers."

Correct us if we are wrong, but we were under the impression that implying someone is skilled at helping someone else is a compliment.

This is not so, according to the Body Repair Industry Campaign (or Bric, as it is more affectionately known), which has taken exception to the ads. Bric complained to the Advertising Standards Authority, saying it "challenges that its members have received specific training to deal with female customers".

While Diary is sure Bric has its members' best interests at heart (after all, its strapline is: "All we want is a level playing field"), one can't help but feel this over-literal interpretation draws attention to the opposite of what it implies: that they are not skilled at dealing with women. Perhaps Sheila should find someone else to fix her wheels.

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