Ad watchdog rules against VHI, Eircom

HEALTH insurers, weight loss advisers and phone firms have been heavily criticised over their failure to ensure adverts for their products contain full and accurate information.

The latest report from independent state watchdog the Advertising Standards Authority for Ireland (ASAI) has found leading groups like VHI and Eircom were in breach of advertising codes.

As a result, 13 of Ireland’s most popular recent adverts cannot be aired in their current format without incurring potential financial penalties.

Among the unlucky 13 now-banned campaigns were three relating to VHI’s health insurance prices.

Of these complaints, all of which related to the health insurer’s claim that it is the “cheapest [insurer] for couples and families”, one was upheld and two partially upheld.

The ASAI noted that, in one case, an individual had switched from the firm to a rival company in order to make “substantial” savings.

While a complaint against Quinn Healthcare over its “100% cover” claims was partially upheld, concerns were not confined solely to the health insurance sector.

Eircom was criticised for not clearly stating that prices for certain broadband deals increased after six months.

The Keith Anthony Weight Loss centre advert, which showed a client alongside the quote “I’ve lost four stone, three pounds in 14 weeks” also led to complaints from the public.

Although the company provided proof of this person’s weight loss in their response to the concerns, the ASAI ruled that the ad cannot be shown again in its current format, as it encourages significant weight loss in a short space of time.

The watchdog added the weight loss had not been substantiated with “rigorous practical trials in human subjects”.

One of the more unusual complaints upheld by the ASAI related to a resort centre found to have unexpectedly failed to adhere to water safety policy.

A Delphi Mountain Resort brochure at the centre of the complaint rightly showed young children wearing life-jackets as part of its “unforgettable family holiday” adverts.

However, in the same picture, an adult overseeing the children was not wearing a life-jacket.

The company behind the campaign told the Irish Water Safety group the picture had been an “oversight”.

It has assured the ASAI the image will not be published again.

A spokesperson for the watchdog said complaints about a further nine adverts could not be upheld.

In all, 15 adverts were complained about by the public, with the remainder the subject of claims by industry rivals.

The ASAI warned advertisers that, should they be found to be in breach of the group’s policies, the offending media campaigns can be banned from the airwaves.

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