The Law Society will not face any action after its summer personal injury advertising campaign received complaints.
The Advertising Standards Authority (ASA) ruled that the Don’t Get Mugged campaign, which ran for six weeks in July and August, did not breach its code.
The advert urged accident victims to seek legal representation from solicitors instead of relying on a third-party capture offer from an insurer.
A total of six complaints were made. Four said the advert denigrated insurers and suggested they were criminals who acted unfairly, beat up or bullied claimants. The two other complainants argued that the image was inappropriate and likely to cause distress to victims of genuine muggings.
However, after considering the grievances, the ASA decided that consumers were likely to interpret the image as intended and treat the Don’t Get Mugged slogan as a colloquial reference to consumers losing out on compensation.
It rejected the argument that the advert suggested insurers were criminals and also said it was clear the image referred to accident victims and there was little chance of serious or widespread offence or distress.
The case does highlight the importance of always seeking guidance from a trusted source if you have been hurt in an accident, such as Accident Advice Helpline, whose accident lawyers are all experts in their field.
The Law Society has now been informed by the ASA that no action will be taken on the basis of the complaints.
The society has always maintained that its bold campaign was intended to be eye-catching and memorable and would meet advertising standards.
The insurance industry and the Forum of Insurance Lawyers both released statements condemning the campaign.
Source: Law Gazette
Date Published: August 29, 2013
Author: David Brown