'Rogue' lead gen firms tricking life insurance customers

Lead generation websites are pretending to be leading insurance brands in order to dupe customers into applying for life insurance, COVER understands. Google searches are sending customers to portals which are using well-known life insurance brands on their sites to entice consumers to start quotes. Brokers who purchase leads appropriated fraudulently could be found liable under ASA advertising rules, which stipulate, under rule 2.1 of the CAP Code, that ‘marketing communications should be obviously identifiable as such and must not falsely claim or imply that the marketer is acting f...