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ASA Confused.com

Confused.com radio ad banned for suggesting home insurance covered damage by a pet

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By Ishbel Macleod, PR and social media consultant

May 6, 2014 | 2 min read

A radio advert for Confused.com featuring a dog doing its business on a Persian rug has been banned by the ASA after a complaint that it suggested that damage by pets was included in its home insurance.

The ad, by Publicis, featured the voice of robotic brand character Brian saying: "Greetings to you too, Rex. I am Brian of confused.com." The dog barked at intervals while Brian stated: "Oh, your master's out? Well, tell him he could save over £263 on his home insurance through confused.com... What do you mean, he's going to need it? ... You've done what?! ... Oh, not on the Persian rug, Rex!"

The Radio Advertising Clearance Centre (RACC) said they felt that the scenario within the ad was clearly a joke about the homeowner needing to make use of the claimed £263 saving in order to buy a new Persian rug, rather than meaning that he needed a home insurance policy that covered damage to home furnishings caused by pets.

However, the ASA ruled that to some it may seem like the ad was implying that the home insurance available through confused.com would cover damage to home furnishings caused by pets. It therefore banned the ad, ruling it misleading.

ASA Confused.com

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