Aviva’s TV annuity ad banned
by Gill Montia
Story link: Aviva’s TV annuity ad banned
An Aviva TV ad, which features a retired couple sitting at a table in a sunny garden, has been banned by the Advertising Standards Authority (ASA).
In the advertisement, a man states “Aviva got me nigh on 20% more income from my pension pot …”, then at the end of the ad a voice-over states: “When you retire get up to 20% more income with Aviva”.
Four viewers complained and Aviva explained that it could demonstrate that the “up to 20% more” claim was valid when comparing its annuity rates with other providers.
The insurer submitted a spreadsheet to the ASA on open market annuity rates, as published by Directly Financial, showing Aviva’s rates at 20% or more above its competitors, in 22% of cases.
However, the ASA noted that the data from Directly Financial was provided by Aviva, and that the vast majority of comparisons where the 20% claim was true related to quotes from three of Aviva’s nine open-market competitors only.
The ASA therefore concluded that the ad breached CAP (Broadcast) TV Advertising Standards Code rules to do with misleading advertising, evidence and comparative advertising.
The ad must not be broadcast again in its current form.