The Advertising Standards Authority (ASA) has upheld complaints that two adverts by mutual insurance company, Benenden Healthcare Society, were “misleading” customers.
Two complaints, relating to a TV advert and radio advert, were received by the ASA for misleading customers around restrictions or exclusions within Benenden's private healthcare plans. The TV advert from February 2024 showed a woman who said "Private healthcare? Me?", after which a voice-over replied "Yes Flo, at Benenden Health, everyone's welcome. No one's excluded". This was followed by on-screen text that stated: "From 1/4/24 fee increases to £15.59pppm. See T&Cs for limits & exclusions. Dependent on NHS waiting times. UK residents only. Affordable private healthcare for everyone...
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