The Institute of Insurance Brokers is claiming a first-round
victory in its battle against a Direct Line motor insurance commercial
following the Independent Television Commission’s decision to suspend
the ad.
The ITC has banned the ad from further showings until investigations
into more than 30 complaints - all from the insurance industry or
interested parties - are complete.
The execution in question, created by Mortimer Whittaker O’Sullivan,
claims customers could save 15 per cent if they switch to Direct
Line.
Andrew Paddick, the IIB director, claimed the advertisement was not only
inaccurate but also disparaging about the role of independent insurance
brokers.
A spokesperson for the ITC said: ’We do not often suspend an ad because
we do not often need to investigate complaints further.’ She added that
the Direct Line commercial had finished its first run by the time it was
suspended.
Direct Line responded by saying that the suspension of the ad was not
significant and was simply part of a normal investigation by the
ITC.
Miranda Seymour, a Direct Line spokesperson, said: ’We are disappointed
to see people commenting on the investigation as it is supposed to be
confidential. The ITC has not yet come to any conclusions.’
She added: ’The initial six-week burst of the ad concluded two weeks
ago, as planned, and we are confident that, again as planned, it will be
back on air in 1998.’
Direct Line also caused controversy in August when it secured an
injunction to halt the publication of the Advertising Standards
Authority’s monthly report because it was appealing against an upheld
complaint.
