28 August 2013Print This Post

ASA dismisses complaints against Law Society’s anti-insurer advertising campaign

Advert: unlikely to cause distress

The Advertising Standards Authority (ASA) has dismissed complaints made about the Law Society’s ‘Don’t get mugged by an insurer’ campaign without an investigation.

The adverts raised the ire of insurers and their lawyers, and the ASA received six complaints, with objections that it denigrated insurers, suggested they were criminals or who beat up or bullied claimants.

Others insisted that the image was inappropriate and likely to distress victims of muggings or personal violence.

The Law Society robustly defended the advertisement, arguing that it sought to reinforce the value of seeking advice from a solicitor in “an intentionally thought provoking and memorable way”.

An ASA spokeswoman said: “After careful consideration of the complaints, the ASA council has decided that there are no grounds for further action and we will not be launching an investigation.

“As the ad referred to accident victims, consumers were likely to interpret the image as intended to represent a personal injury claimant and the claim ‘don't get mugged’ as a colloquial reference to consumers losing out in terms of compensation.”

She said the council considered that in general people would not see the advert as suggesting that insurers were criminals or that it was likely to denigrate insurers.

“While the injuries were realistically depicted and the imagery may have particular resonance with victims of muggings or violence, it was clear that the ad referred to accident victims and that it was unlikely to cause serious or widespread offence or distress,” she said.

The central claim in the campaign is that PI claimants should reject an insurer’s initial offer and take legal advice to get an average of three times more compensation. This was based on research from the Financial Services Authority acquired via the Freedom of Information Act.

The campaign has now run its six-week course but the row has arguably given it a much higher profile than it would otherwise have had.

By Neil Rose

2 Responses to “ASA dismisses complaints against Law Society’s anti-insurer advertising campaign”

  1. And so they should! I personally believe that a TV advert campaign should be done for a month to make it even more widespread the antics of insurers. They have had it all their own way for far to long with the coalition hand in hand like two school children. Let the public decide for themselves after all the biased rhetoric which has blasted out day by day for months now. As the Select Committee to the ABI delegates “get your own house in order!”

    Possibly to late but well done Law Society as unlike APIL (Advanced Personal Injury Lawyers) it is nice to see that some of our membership is been used to target insurers and fight the on-going campaign for rightful justice for everyone in this country.

  2. Richard W on August 29th, 2013 at 1:44 pm
  3. I thought the poster was effective but have only ever seen one and that was at Swindon railway station a couple of weeks ago. It needs much wider coverage.

    One of the best things that The Law Society could do for the profession would be to spend much much more money on marketing -billboards,London Underground,newspapers, radio TV and sponsorship at big sporting events.

  4. Peter B on August 30th, 2013 at 6:41 pm