Friends Provident withdraws scary income protection mailshot
Friends Provident has been criticised by the Advertising Standards Authority (ASA) for sending out a mailshot that could be mistaken for medical test results.
The marketing material was sent to 10,000 people in a brown envelope that looked as if it contained test results or hospital medical records.
The envelope was marked “X-Ray film, please do not bend” and contained an X-ray photo of a pinned joint, together with details of Friends’ income protection insurance.
The ASA concluded that the mailshot was likely to cause distress by “masquerading as official medical records”.
Adding: “We concluded that the envelope should have stated clearly that it contained marketing material to avoid giving a misleading impression of its contents and causing distress to recipients.”
Friends Provident has apologised, saying that the material was used in a pilot campaign and the company had not fully appreciated the impact it would have on people awaiting medical results.
Category: Health Insurance News, Insurance News
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