The Advertising Standards Authority has censored adverts from Benenden Healthcare Society for misleading customers regarding exclusions with its private health insurance plans.
The mutual insurance company received two complaints about one of its TV adverts and its radio advert.
The TV ad, shown in February, featured a woman who stated: “Private healthcare? Me?” to which a voiceover replied, “Yes Flo, at Benenden Health, everyone’s welcome. No one’s excluded.”
Text which appeared on screen said: “From 1/4/24 fee increases to £15.59pppm. See T&Cs for limits & exclusions. Dependent on NHS waiting times. UK residents only. Affordable private healthcare for everyone, just £12.80 per person per month”.
A similar radio ad from March 2024 featured a person saying: “With Benenden Health it’s just £12.80 per person per month. What’s the catch? There isn’t one. It’s one price for all with no hidden charges […] everyone is welcome, no one is excluded. Whoever you are Britain, we’ve got you. Search Benenden Health. Healthcare done different. Limits & exclusions apply. Fee reviewed annually. UK residents only.”
The complaints received by the ASA challenged whether the ads were misleading, which the ASA upheld.
One complainant understood several surgery related procedures and cancer treatment were not included in Benenden Healthcare’s membership while another understood customers could only access medical treatment after two years of membership.
Regarding the TV ad the ASA said because the ad gave the impression that all medical procedures were included in the plan, when that was not the case, it concluded that it was misleading.
It said references to “no one’s excluded” and “affordable private healthcare for everyone” gave the impression that anyone could join and that their specific medical needs would be covered by the plan.
Benenden’s view
Benenden Healthcare said the ads intended to highlight the fact its plan was affordable and inclusive.
The mutual also said anyone could join regardless of pre-existing conditions and that they would pay the same monthly price.
In relation to the TV ad, Benenden said although certain treatments and procedures were excluded from the plan entirely, the ad featured a clear disclaimer which stated ‘terms and conditions’ applied.
It said the claim ‘no one’s excluded’ was different to product exclusions and that anybody could join regardless of age or pre-existing medical conditions.
In terms of the radio ad, Benenden said as of February 19, 2024, surgical treatments were only available after two years of membership.
But it said ‘cover’ did not start after two years and membership started from day one, with access to a range of healthcare services.
Therefore, the majority of all other services were available immediately.
It said listeners were unlikely to join the plan due to the ad in isolation and would find out the full details, including restrictions, when visiting the Benenden Healthcare website.
Complaints upheld
After its investigation, the ASA upheld the two complaints.
