COMPLAINT NUMBER 18/041
COMPLAINANT J Moulder ADVERTISER Cigna Life Insurance ADVERTISEMENT Television
DATE OF MEETING 5 February 2018
OUTCOME No Grounds to Proceed
Advertisement: The Cigna television advertisement for its funeral cover insurance shows Keith Quinn at a rugby match and said in part; "Cigna covers tens of thousands of Kiwis so loved ones don't have to stress about money at a time of grieving or worry about picking up the tab when the final whistle blows."
The Chair ruled there were no grounds for the complaint to proceed.
Complainant, J Moulder, said: the advertisement clearly implies that "loved ones" have an obligation to pay for the funeral expenses of a loved one - hence the offer of funeral cover: there is no such obligation with the result that it is submitted that the advertisement is misleading.
The promoter (Mr Quinn) states that he has such insurance "and why wouldn't I?" - "so loved ones don't have to worry about money at a time of grieving, or worry about picking up the tabs when the final whistle blows."
This theme is also contained on the company's website - i.e. under the heading 'Funeral
Cover' it states "The affordable way to ease the financial burden on your loved ones."
I conveyed my concerns to Cigma but was advised that their advertising would not be changed, and that they had had it checked out by their legal adviser.
The relevant provisions were Code of Ethics - Basic Principle 4, Rule 2
The Chair noted the Complainant's concern the advertisement implied loved ones were responsible for the funeral expenses of family members.
The Chair said it was a reasonable premise to assume that those closest to a deceased person would be responsible for the funeral expenses, if pre-arrangements had not been made. Accepting this would likely be the common assumption of the majority of consumers viewing the advertisement, the Chair said the advertisement was not misleading and there had been no breach of Rule 2 or Basic Principle 4 of the Code of Ethics.
Accordingly, the Chair said there were no grounds for the complaint to proceed.
Chai r' s Ruling: Complaint No Grounds to Proceed
According to the procedures of the Advertising Standards Complaints Board, all decisions are able to be appealed by any party to the complaint. Information on our Appeal process is on our website http://www.asa.co.nz. Appeals must be made in writing via email or letter within 14 days of receipt of this decision.