Industry expert urges FCA to tackle “misleading” over 50s life insurance ads

An industry expert believes that many online advertisement placements for over 50s life insurance plans are misleading, and is urging the FCA to crack down on the practice.

Ashley Shepherd, Managing Director at later life website Over50choices.co.uk says: “When is a funeral plan not a funeral plan? The answer is of course when it's an over 50 life insurance plan.

“At least some life insurance companies (such as British Seniors and Liverpool Victoria) would like consumers to think they are, as they are bidding on various ‘funeral plan’ PPC (pay per click advertising) terms in the search engines Google and Bing.

“We all know that over 50 life insurance plans provide a cash sum upon death - and not a funeral. So how can it be a funeral plan if you aren't providing funeral services? And, following on from that, to advertise on major search engines under these terms is, I strongly believe, misleading.

"Advertising, whatever the medium, is the start of the customer journey and I am surprised that the FCA hasn't cracked down on this practice".

Shepherd went onto to say, "It seems that insurance companies are hiding behind the fact that the FCA haven't cottoned onto this. In the offline world it amounts to a paper advertisement promoting over 50 life insurance plans under the heading ‘funeral plans’ which these insurance companies would never do”.

“The TV Ads and literature with all of these companies all make very clear that these plans only "help with funeral costs", it's the start of the customer online journey they need to re-think.

“Clearly a level playing field from an industry perspective is needed and of course the consumer needs to start the journey from the correct starting point – otherwise they could end up buying a totally unsuitable product for their needs.”

Sales of the prepaid funeral plans increased by 22% in the first six months of the 2016 compared to the same period last year.  

Contact:

Ashley Shepherd, Managing Director, Over50choices on 44 7977917714 or email: ashleyshepherd@over50choices.co.uk

Bio:

Ashley Shepherd is Managing Director at over 50s later life planning specialist Over50choices.co.uk. Prior to this, Shepherd was Marketing Director at AXA Wealth & SunLife and has over 30 years' financial services experience.

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Speedie Consultants was established in 2003 by Jason and Stella Hulott, which sees them offering over 50 years’ combined experience in the digital marketing and copywriting industries. Speedie Consultants Limited is a registered Google partner and offers many solutions for businesses’ internet marketing needs including the provision of web content; article marketing; blog set up and marketing; press release syndication; affiliate programme set up and management; and consultancy. Our clients are primarily finance and insurance based and all our copy is FCA compliant. All our clients are valued, and we work with all different types and sizes of businesses, from one-man operations to SME’s to household names including several Fortune 500 and FTSE 100 companies.

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An industry expert believes that many online advertisement placements for over 50s life insurance plans are misleading, and is urging the FCA to crack down on the practice
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When is a funeral plan not a funeral plan? The answer is of course when it's an over 50 life insurance plan. At least some life insurance companies (such as British Seniors and Liverpool Victoria) would like consumers to think they are, as they are bidding on various ‘funeral plan’ PPC terms in the search engines Google and Bing
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Sales of the prepaid funeral plans increased by 22% in the first six months of the 2016 compared to the same period last year
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Quotes

When is a funeral plan not a funeral plan? The answer is of course when it's an over 50 life insurance plan
Ashley Shepherd, Managing Director, Over50choices.co.uk
Some life insurance companies (such as British Seniors and Liverpool Victoria) would like consumers to think that an Over 50's life insurance plan is a funeral plan, as they are bidding on various ‘funeral plan’ PPC terms in the search engines Google and Bing
Ashley Shepherd, Managing Director, Over50choices.co.uk
How can it be a funeral plan if you aren't providing funeral services? To advertise on major search engines under these terms is, I strongly believe, misleading
Ashley Shepherd, Managing Director, Over50choices.co.uk
I am surprised that the FCA hasn't cracked down on this practice
Ashley Shepherd, Managing Director, Over50choices.co.uk
Clearly a level playing field from an industry perspective is needed and of course the consumer needs to start the journey from the correct starting point – otherwise they could end up buying a totally unsuitable product for their needs
Ashley Shepherd, Managing Director, Over50choices.co.uk