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ASA bans two ‘misleading’ ads from claims firm

The Advertising Standards Authority has banned two “misleading” online adverts from a claims management company which targeted customers of Lloyds Banking Group.

The Claims Guys adverts appeared in recipients’ newsfeeds on Facebook.

The first advert was headed ‘Bank refund applications’, and stated: “Refunds are being made to many people who have had a Lloyds TSB account, and have been missold insurance sometimes without their knowledge. Please click below to start your application online.”

The second advert had the same heading and stated: “Refunds for Lloyds Account Holders: A large number of policies were missold alongside Lloyds loans and credit cards, and you could be entitled to a refund.”

It also included a cartoon image of people’s raised hands, with the text: “Don’t be the last to claim your Lloyds Refund.”

The ASA received complaints from Lloyds Banking Group and a member of the public, who challenged whether the adverts made the advertiser’s identity clear, and misleadingly implied the advertiser was Lloyds or affiliated with the bank.

The ASA ruled that consumers would not be able to identify from the advert that The Claims Guys was the advertiser, and the adverts were therefore ”likely to materially mislead”.

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