The firm was wrong to suggest that no forms were sent out for its insurance claimants, the ASA has ruled.
Car insurance provider Churchill's "challenge" media campaign has been the subject of a successful complaint to the Advertising Standards Authority (ASA), the Guardian reports.
The well-established TV adverts feature the firm's mascot, a talking bulldog, famously ask people to "challenge Churchill" in finding a cheaper insurance deal elsewhere. However, it is another claim contained in the advert which has been found misleading by the ASA.
In one TV spot, a man asks the Churchill dog if he can make an insurance claim "without filling in any forms". He is answered by the animal's catchphrase: "Oh, yes".
A member of the public then pointed out to the ASA that this was untrue, as forms were indeed sent out for some claims. The body has now banned the advert from being broadcast in the same way again.
In its ruling, the ASA said: "We noted that a significant number of claimants would be asked to complete a form, and we considered that, because the ad stated that claimants could make a claim without having to fill out any forms, the ad was misleading."
Churchill has now apologised for the advert, admitting that the claim was used "in error". It also conceded that a form was sent for customers to complete in around 20 percent of claims.
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