Context
The ASA has published an Insights article about advertising accident management services. Accident management companies (AMCs) provide services such as vehicle recovery, repairs and help with insurance claims after a non-fault traffic accident. Consumers typically contact an AMC shortly after an accident has occurred and so are likely to be vulnerable.
Key points to note and next actions
- Ads for these services should make clear the nature of their service, the limitations on those they can assist and should be upfront about the potential costs incurred using such companies.
- The ASA has published several upheld rulings where AMC’s have fallen foul of the ASA’s CAP Code.
- The key headings in the article are:
- Don’t pretend to be someone you’re not (so don’t imply you’re an insurer).
- Don’t imply approval or endorsement from a public body.
- Don’t cross the line into irresponsibility.